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Vol. 9 No. 1 - Not Available 

Work Begins on Two New Buildings 
as Assembly Plant Opens 

$2,250,000 Expansion Program Nears Completion UB^erg^ofMichigan 

scheduled to be in full 
operation by Nov. 1 5th. 

In the meantime, 
just to the south of it 

Bird's-eye view of 42-acre tract containing assembly plant, 
shipping docks, railway tracks, and two new buildings now un- 
der construction are shown at top. Below is a picture of the 
Essex shipping platform. 

and directly across the 

railway tracks, two new structures are steadily 
rising — a machine shop and a heat treatment 
plant — to be used on both Hudson and Essex 

Both buildings are one-story, steel and concrete 
construction and will be in full operation soon 
after the first of the year. With the assembly 
plant, they will add more than 276,000 square 
feet of manufacturing space to the 1,000,000 
square feet already available. 

six montns, tne ground 
space available has been 
more than doubled, 
while there has been 
an increase of over 25 per cent, in actual manufac- 
turing space — the greatest expansion of facilities 
in the history of the company during a like 

The new machine shop will be four hundred 
feet in length by three hundred feet in width and 
will contain 120,000 square feet of floor space. 
The building itself will cost about $300,000 and 
the equipment approximately $600,000 more. 

The heat treatment plant will be two hundred 
feet long by one hundred feet wide, containing 

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inauv muivuv «*"J 

time there are more 
than 6,000 factory 
employes and this 
number will be al- 
most doubled when 

the new buildings are finished and 
swing into full production with the 
beginning of the new year. 

As the new assembly plant at pres- 
ent is only equipped to house the 
Essex assembly lines, final tuning, 

Interior of the new assembly plant taken last week a few days before it was opened. The top 

picture at the left shows the beginning of the chassis assembly. At the right, 

the end of the first coat paint line, and below, the beginning 

of the final assembly — three parallel lines. 

chassis paint and shipping facilities, 
Hudson and Essex motors will con- 
tinue to be built in the main factory 
which will house the Essex machine 
shop, engine test, beside the present 
Super-Six production facilities which 

slackening of pro- 
duction such as has 
been usual in pre- 
vious years during 
the cold months. 

As a result Hudson and Essex dis- 
tributors and dealers will profit more 
greatly than any other group of men 
in the industry from the constantly 
rising tide of prosperity and the un- 
precedented demand for cars. 

The front of the new Assembly Plant, looking from Waterloo Street toward the railway tracks 

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Number of Hudsons in South 
America Amazes Traveler 

WO years in Bolivia 
and Chile, installing 
dredges for the Boli- 
via Tin Corporation, 
has given Charles A. 
Wilson, who has re- 
turned to the United 
States, an interesting 
fund of information 
regarding the two 
South American 
"A large number of motor trucks are 
operating down there in the mining districts," 
he said, "but previ- 
ously all the traffic 
between the mines 
and business marts 
was carried on by 
means of llamas or 

"Indians had charge of these llamas, 
handling them much better than other 
nationalities. Each llama carries fifty pounds 
and each knows his load. Overload one of 
them and he calmly and peacefully lies down 
and waits for a few pounds to be taken off. 

"When I landed at Antofogasta, Chile, 
I was surprised at the number of Hudson 
Super-Sixes in the town. There were hundreds 
of them to a very few small cheap cars. 
The same is true of Potosi and La Paz, in 

"At first I thought 
that somebody with 
a big official 'pull' 
must have got the 
inside track in selling 
Super -Sixes in that 
country , but I learned 
upon inquiry that 
these are the only cars that will perform well 
in the high altitudes. 

"Potoso is 14,000 feet above the sea level 
and La Paz 12,000 feet. Hudson cars also 
are used extensively in transporting goods in 
that country." 

The Boy and Business 

THE boy of to-day is the auto- 
mobile purchaser of to-mor- 
row, and is a power now. 

A motor car fascinates him — 
it appeals to his imaginations — 
he has visions of speed — of driv- 
ing — of being its master — of 
going anywhere he pleases. 

It is surprising the automobile 
knowledge stored in the average 
boy's head. He knows all about 
cars, especially if his father owns 
one. Even if he doesn't, the boy 
is keeping posted. 

And when a purchase is made, 
the boy has his say, and some- 
times the son has the deciding 

For these reasons treat the 
boy with the same courtesy 
you would bestow on the 
man with a check in his 

His opinion might count; you 
don't know how soon, so be nice 
to him; treat him like a grown- 
up — he is going to be one soon. 

Boys are great catalog col- 
lectors at shows. They read 
eagerly all matter pertaining to 
the automobile. They are stor- 
ing information for future use. 
It is not idle curiosity. 

In a good many cases the boy 
is not given any attention at all. 
But this should not be. Treat 
him with respect. It will pay 
you in the long run. — Motor in 

Night view showing the attractive 
arrangement of the big Hudson 
and Essex electric signs over the 
entrance to the Bemb- Robinson 
Co. salesroom in Detroit. 

Hudson Victor in Race 

In a race on a half-mile dirt track at the 
Pocomoke (Md.) Fair Grounds on Oct. 
11th, between a Hudson Super-Six Four- 
Passenger Phaeton and a Stutz Roadster, 
the Hudson, driven by Milton Bodley of 
Lecato, Va., won two out of the three five- 
mile heats. 

AS business is simply supplying one 
. another's wants, it requires that 
we think of others first and ourselves 

rail depends upon how you look at 
the rough road to success. Some 
fellows call the rocks "stumbling blocks" 
— others call them "stepping stones." 

A REAL salesman is one part talk and 
nine parts judgment. He uses the 
nine parts of judgment to tell when to 
use the one part talk. 

Hudson Tribute From Peru 

"In 1916 I purchased the first Hudson 
Super-Six brought to Lima, Peru," writes 
Alfred Field, of Lima. "This car gave such 
satisfactory service that in December, 1917, 
I bought a 1916 model which proved just as 
good. In July, 1918, I availed myself of a 
third Hudson and I am pleased to honestly 
state that they have in every way given me 
entire satisfaction. On overhauling lately 
my first car, all its parts were in perfect con- 
dition. I can therefore highly recommend 
the Hudson as a good trustworthy car for 
comfort, durability and simplicity." 

View of building operations on the new machine shop looking south-west from the Essex shipping dock. 

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Don't Drive a Thoroughbred as You Would 

a Draft Horse 

Heat is POWER— Use It! 

"TDUT IVe been driving automo- 

-*-^ biles this way for ten years," 

protested the dealer as he guided the 

Essex down a crowded thoroughfare. 

"That don't make it right," retorted 
the service man. "You can't handle 
a race horse as you would a draft nag, 
but that is just what you are trying 
to do with this car. 

"The one way to drive it is to 
realize that you are dealing with a 
thoroughbred AND TREAT IT 
LIKE ONE. That is the only way 
you can get the full benefit of the 
marvelous efficiency its advanced 
design makes possible. 

"For instance, every time you slow 
up for traffic you throw out the clutch 
and race your motor. Now that's 
almost entirely unnecessary. It's a 
relic left over from the prehistoric 
days immediately following the 'one 

Don't Be a "Two-Pedal Man" 

"The right way with the Essex is to 
use your motor as a brake. Just a 
touch of the foot on the brake or 
accelerator is all that usually is 
necessary. You have just as wide an 
acceleration range in the Essex as any 
motor regardless of number of cylin- 

"By using your clutch all the time 
in the old fashioned way you get a 
jerky, indifferently running car. Let 
the engine do the braking, however, 
and you have a smooth, velvety, 
powerful response to your SLIGHT- 
EST TOUCH that is the utmost 
luxury of motoring. 

"Recognize that the world is pro- 
gressing all the time and don't refuse 
to avail yourself of the advancements 
of science just because they happen 
to be 'new.' 

Shutters easily regulated from 
dash, the most advanced method 
ever devised for utilizing the 
motor heat, which means POWER. 

Heat Means Power 

"Then, you do not keep your motor 
running at its most efficient tempera- 
ture and so do not get the superior 
performance of which it is capable. 

"Heat is power. Also it is absolute- 
ly essential to vaporize the low grade 
fuel we are getting these days. Here 
is what one owner says about this in a 

'Until I had driven my Essex 
over the 5,000 mile mark, I hesi- 
tated to volunteer an opinion 
on it. Now that I have done so 
I have no hesitation in stating 
that I believe that when proper- 
ly controlled the Essex will yield 
faster and more comfortable 
transportation than any other 
stock automobile, which is un- 
doubtedly its manufacturer's 

'After passing Essex drivers 
on hill climbing contests, I have 
examined their engine tempera- 
ture and fuel supply conditions 
and have been disgusted with 
their utter inappreciation of 
the harmfulness of gorging a 
cold engine with a superabun- 
dance of raw fuel, and also their 
indifference in regard to their 
lubricating oil. 

'American business has never 
seen a more magnificent coor- 
dination of design and manu- 
facture than the past year's 
Essex history, but I am ashamed 
to tell you how long it took me 
to learn the proper temperature, 
fuel and firing control for ef- 
ficient results, because of lack 
of proper instruction. 

'The problem of engine clean- 
liness and efficiency is some- 
what analogous to burning all 
the tobacco in a smoking pipe 
and I believe is well worthy of 
more attention than it receives.' 

Real Automobile Assets 

"With the shutters on the Essex 
you have the best means ever devised 
for keeping your engine at its most 
efficient temperature. 

"It is only by making use of these 
shutters so as to always keep the red 
line in the motometer at, or slightly 
above, the CENTER OF THE CIR- 
CLE that you can realize all the 
wonderful efficiency the Essex puts at 
your command. 

"The gas lever also should be so 
regulated as to keep the mixture as 

Keeping red line in center of circle 

assures operation of engine at 

most efficient temperature. 

lean as possible AT ALL TIMES. 
These are such simple things to do 
that it is folly not to take advantage 
of their benefits. 

"Other cars which lack these ad- 
vantages also lack the superior per- 
formance to be found in the Essex." 

Other cars have to operate through 
practically half of the year with their 
hoods swathed in unsightly bandages 
to retain the heat. On the Essex the 
shutters and louvre plates do away 
with all necessity for such makeshifts. 

VANTAGES and not to use them is 
to fail to obtain the maximum ef- 
ficiency put at your disposal by the 
advanced design of the Essex. 

High Resale Value of Essex 
Amazes Dealer on Coast 

"The Essex has been a winner from the 
very start," writes Robert Atherton, Essex 
dealer at Long Beach, Calif., "Most of my 
sales have been to former owners of six and 
eight-cylinder cars — doctors, lawyers, sales- 
men, farmers, ship-yard workers, and, in 
fact, to men in almost every walk of life. 

"Perhaps the most interesting fact about 
the Essex is its remarkable resale value. 
I am now using my third demonstrator, 
having sold the others for full list price as 
is, after using them about 2,500 miles each. 
I have traded two Essex in on Hudson 
Sedans and resold them for $50 more than 
they originally brought, due partly to the 
raise in price, of course. 

"Wm. N. Evans, the man who bought 
my first demonstrator, made a round trip 
from Long Beach to Salt Lake City with a 
clean score, averaging nearly 17 miles to 
the gallon of gasoline and 1,200 miles to 
a gallon of oil. He has driven his car to date 
more than 8,500 miles on the original Fisk 
fabric tires. 

"Geo. E. Riblet paid $1,595 for his 
Essex, drove it all through the upper Sierras 
on a two months' camping trip, passed up 
everything he met on the road and just re- 
sold it for $1,650 when he decided to make 
a trip east. 

"J. T. Mclnnes, a former six-cylinder car 
owner, who drives close to 2,000 miles a 
month, has called on us for just 30 minutes 
service since delivery of car on July 17th. 

"We have issued an open challenge to 
any car to equal the remarkable performance 
of the Essex on Signal Hill here, but have 
received no answers.** 

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One Glance Ahead 

Today is the Time To Pave the 
Way for Tomorrow's Sales 

20,000th Essex Motor is Completed 

>"pHE 20,000th Essex motor swung quietly from 
-L the engine assembly line to the test block at 
12:30 p. m., Monday, October 27th. 

The event marked the completion, in part, of the 
greatest production task ever undertaken by any 
factory in the history of the industry. 

~~But the steady flow of material through the shops 
never halted, not a man paused in his work and 
scores of other motors moved in a seemingly end- 
less stream down the assembly lines. 

And yet the scheduled year's production of Essex 
motors had been completed. Then why continue? 

Because production has begun to set a relentless 
pace for sales, the result of which will become appar- 
ent in your increased profits next year. 

Having finished part of the gigantic undertaking 
well ahead of schedule, production immediately 
turned its energy toward the building up of a re- 
serve as a provision against any possible emergency. 

In the roar of its exhaust, as it picked up speed on 
the block, this 20,000th mo- 
tor emphasized one great 
fact — the importance of 
building for the future. 

It said in no uncertain 
tones that now is the time to 
go over in our minds the 
things we could do, but are 
not doing, to pave the way 
for tomorrow's sales. 

Conditions are unusual, but 
are you still plodding along 
with the usual methods, or 
are you wisely shaping your 
methods not only to meet 
today's needs but also to lay 
a solid foundation for future 
growth ? 

Take care of the future 
and the future will take care 
of you is a business truism. 
But what are you doing to- 
ward preparing your territory 
for next year's record-break- 
ing production ? 

One distributor, for in- 
stance, plans to [divide his 

city into zones in each one of which he will station an 
observer to size up the cars that pass. 

This observer will look for prospects. He will 
note the make of the car, its general condition and 
the type and class of its occupants. 

License numbers taken will be analyzed, the own- 
er's names listed on cards, examined and studied. 
This information then will be given to a salesman. 

With a telephone operator's headpiece clamped 
over his ears, this salesman will then call up these 
prospects. He will be schooled and coached in the 
art of 'phone conversation, will pick out the most 
suitable opening argument, judging from the infor- 
mation on the cards, and endeavor to interest the 
prospect sufficiently to make a definite appointment. 

"Out of fifty persons each salesman will call up 
every day," declares this distributor, "he will aver- 
age about eight prospects, and out of these eight, he 
will average between one and two sales. 

"In addition," he continued, "we will carry on 
forceful campaigns by means 
of typewritten letters to own- 
ers of cars not only in the 
Hudson and Essex price field, 
but also as far down the scale 
as Ford, and as far up as the 
owners of the most costly ma- 
chines on the market. 

"We will make special ar- 
rangements to obtain reports 
on prospects from our service 
departments. ^ We will pro- 
cure a good many from this 
source, as quite a few who 
own a Hudson Phaeton will 
wish an enclosed car and 
many who own an Essex will 
want a Hudson. 

"Then we will open our 
salesroom earlier than ever 
before and remain open later 
in the day." 

And so wise distributors 
and dealers everywhere are 
following the example of pro- 
duction in preparing now to 
smash all previous records. 

The 20,000th Essex motor being lifted off the 

engine assembly line, on its way 

to the testing block. 

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Y. Otagawa Tells How the Hudson is 
'Acting" in Land of Mikado 


"T~}EAR editor," writes Y. Otaga- 
-*-^ wa from Tokio, Japan, "I take 
much pleasure in informing you of 
Hudson car in the Far East and this 
will show you how the Super-Six is 
acting also in the Land of Mikado 

"I am so interested in elegance and 
reliability of the car that father is the 
user of two Hudson cars. True, by 
climbing mountains, driving at high 
speed and having a comfortable drive 
even on the rough road, I appreciate 
the perfection and endurance of the 

"In consequence of the great war, 
the Amer- 
ican cars ========== 

took the 
place of 
the Euro- 
pean cars 
in Japan, 
and now 
here in To- 
kio street, 
Hudson is 
nant over 
the others, 
en tirely 

due to its high quality. This, I think, 
is a sure sign of Hudson's popularity 
also in Japan. 

"Recently I know of the publication 
of "The Hudson Triangle" and find 
many interesting news and photo- 
graphs about Hudson and Essex in 
it. May I venture to ask you for 
sending me every issue for the purpose 
of keeping pace with the improvement 
and new designs on the Super-Six 
and Essex? 

"Thanking you in anticipation of 
"The Triangle," yours Sincerely, Y. 

Essex Smashes All Records in 
105 Mile Road Run 

UROM Astoria to Portland, Oregon, over 
A the lower Columbia river highway, in two 
hours and 21 minutes! 

That is the record set by an Essex driven by 
Forrest Bradley who was accompanied by 
George V. Adams, salesman for the C. L. Boss 
Automobile Co., of Portland. 

The time made smashes all previous records 
and sets a new high mark for automobile en- 
durance in the northwest. The distance was 
approximately 105 miles and the average 
running time over good road, bad road, 
straightaway, curves and all was approximately 
45 miles an hour. 

In making one of the greatest runs for a road 
record ever known in Oregon, the Essex beat 
the best previous time by 51 minutes. And the 
Essex which made this record was not a special 
racing machine, but a standard, five-passenger 
car from which the top had been removed. 
But the touring body and windshield remained, 
so that the car was in no way a stripped chassis. 

It was just a standard car in every respect 
and its feat only goes to show the superior 
endurance which is a feature of every Essex. 

Women Drive Closed Car 1800 
Miles Through Wilds 

An 1,800 mile trip through the Sierras is 
some test for any car and driver. But such 
a journey has just been completed by Mrs. 
R. H. Jaffa, of Los Angeles, in her Hudson 
Cabriolet. She was accompanied only by her 
mother, and completed the journey without 
encountering trouble of any sort. 

Their many friends tried to persuade them 
that the trip was too difficult for unaccom- 
panied women, but Mrs. Jaffa had such im- 
plicit confidence in her Hudson that she 
undertook it without any misgivings. The 
route selected led through the Yosemite, 
Tioga Pass and Lake Tahoe region. This was 
so successful that it was extended to the 
Feather River Inn, located in the roughest 
part of the mountains north of Truckee. 

"The journey proved that a Hudson en- 
closed car is ideal," she declared. "It saved 
us the annoyance of dust and also enabled us 
to enjoy the dainty things which seem to fit 
most women rather than the strenuous moun- 
tain costumes so many adopt when they go 
into the Sierra country." 

Hudson Breaks Records in 401 
Mile Run by Two Hours 

Frank Botterill, of Salt Lake City, Utah, 
recently completed a record-breaking trip in a 
Hudson Super-Six between Salt Lake, Twin 
Falls and Boise, Idaho. 

The run to Twin Falls, a distance of 250 miles, 
was made in eight hours running time. So far 
as known the best previous record was ten 
hours. The trip to Boise, a distance of 401 
miles from Salt Lake, was made in thirteen 
hours and twenty minutes, more than two 

hours better 

than the best 

previous rec- 
ord made by 
a stock car. 

"All Idaho 
seems to be 
clamoring for 

Member* of the F. E. Stuyvesant Motor Co. organization of Cleveland who recently visited the factory to drive away 

54 Essex, just half-a-day's output. 

sons and Es- 
sex?' " 

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Prospect Signs Order for Essex 
While on Mountain Top 

"\X7ILL it climb the Tonopah grade in 

W high gear?" 

That was the only question Dr. Claude H. 
Church, chief surgeon of the Tonopah Mines 
Hospital Association, asked a salesman in the 
service of Mack Brothers, Reno, when ap- 
proached last May when he was asked to buy 
an Essex. 

The salesman looked dubious, scratched his 
head and finally answered that he really did 
not know, but the car had successfully nego- 
tiated in high gear every grade he had ever 
tackled up to that time and he was willing to 
put it to the test. 

"Very well," retorted the medical man, 
"well go out there and try it. If you succeed 
111 give you an order before we come back." 

Terror to Salesmen 

Be it known that the fore-mentioned Tono- 
pah grade is the terror of automobile salesmen. 
It is two and one-half miles long, rough and 
crooked, with a covering of granite sand, and 
several 25 per cent pitches about forty or 
fifty yards long. Let Dr. Church tell in his own 
language what happened. 

"The hill is about twenty miles from Gold- 
field," he said, "and we went up it first from 
the Goldneld side. The salesman told me he 
had no doubt about accomplishing that feat 
as the car would do it easily — and it did. 

" 'Now for this side/ I remarked, after we 
had crossed the summit and descended toward 
Tonopah. Well, we turned around and got up 
speed before we hit the foot of the hill, and then 
the driver stepped on the throttle and away we 
went. Say, the Essex simply sailed up that 
hill — we went over the top at 15 miles an hour. 
I read the speedometer myself and know that 
to be a fact. 

"Greatest Car on Earth" 

"Without leaving the car I said: 'Get out 
your order and 111 sign it. The order was 
signed right there on the hill and a check as a 
deposit handed to the salesman. That demon- 
stration was enough for me. 

"My car has been driven more than 3,000 
miles over very rough country since that time 
and has been treated pretty rough, but in my 
opinion it's the greatest little car on earth." 

Owner Drives Hudson 17,500 
Miles on Original Tires 

Seventeen thousand five hundred miles on 
the original set of fabric tires and without the 
lower pan having been removed from the motor 
is some record for motor car performance. 

But that is the experience of F. G. Land- 
graffe, Waterloo, Iowa, with the Hudson Super- 
Six he purchased on May 1st, 1916. Since 
then only one new inner tube has been pur- 
chased, and furthermore, not a bearing has 
been adjusted. 

"This record shows how low is the main- 
tenance cost of a Hudson, writes the Peverill 
Motor Sales Co., of Waterloo. 

Essex Wins Forty-Mile Road 
Race at Ladd, 111. 

After holding first place through the entire 
latter part of the race, an Essex special flashed 
home a winner in the 40 mile road contest that 
featured the Ladd, 111., welcome to its former 
service men on Oct. 4th. 

The Essex completed the distance in 56 
minutes flat while a Roamer came under the 
wire second in 59:58. A DussenbergVon third 

There were eight starters in the race, an 
Oakland, Roamer, Stutz, Essex, Studebaker, 
Dussenberg and two Ford specials. 

Essex Conquering Flood 
Waters of the Geronimo 

^^pHE San Geronimo Creek 
A on the way to Medina Lake 
has reached the highest stage 
ever known and the waters are 
still rising. The road to Medina 
Lake has been declared impass- 
able in a number of places and 
has been closed." 

This newspaper item attracted 
the attention of Edwin Tobin, 
former major in the air service 
and now Essex sales manager for 
the Crockett Automobile Co., of 
San Antonio, Texas, at breakfast 
one morning recently. 

Major Tobin immediately 
started out in his Essex and 
negotiated the crossing without 
stopping, although the water 
came up into the tonneau as is 
shown by the cut-out from the 
moving picture film of the feat 
which is shown below. 

TACT is courtesy expressed in terms of 

E3 E3 E3 

HENRY Ward Beecher once said, "I 
have told the sexton if he sees any of 
the congregation asleep to walk right up 
to the pulpit and shake up — THE MINIS- 

Sell The Car First and Then 
Talk About Its Price 

HAVE you ever got nicely started toward 
selling a man when he suddenly broke 
in with a demand for the price? 

What do you do under the circumstances? 
Is it best to quote then and there, even 
though you know the price may seem high, 
or is it best to side-step until after you have 
the prospect thoroughly convinced that he 
needs what you are selling? 

"Sell him first, talk price afterwards," 
is the rule of one distributor. 

"Never evade a direct issue," says another. 
"Tell him the price but then force him to 
hear the rest of the story. By evading a 
question that eventually will have to be 
answered, you only make it assume undue 
prominence in the mind of the prospect. 

Price Secondary to Quality 

Both agreed that the object of the sales- 
man should be to make the prospect want 
the car regardless of price and so that the 
price should be made secondary to quality. 
Many salesmen take an inquiry regarding 
price as an indication that they have scored 
and quit. This, they agreed, was a fatal 

One way out is suggested by a dealer who 
told of a man and his wife dropping in to 
the salesrooms to inspect an enclosed model. 
The wife was very much interested in the 
salesman's talk. The husband was im- 
pressed but impatient. After listening for 
about twenty minutes, he broke in, "Well, 
I have enjoyed this talk very much — but 
what I want to know is how much this car 
is going to cost." 

Show Him Value First 

But the salesman knew that he had made 
an impression and could not be stampeded 
into any premature quotation. "My dear 
sir," he said, "This is the cheapest car in 
the world considering its quality. Quality 
is more important to you than price, any- 
how, so let us consider quality before we talk 
price." -4 

Successful salesmen agree that as a general 
rule it is a mistake to quote price until the 
prospect has been made to^feel the need of 
the car. 

One salesman's plan is to look the buyer 
straight in the eye and say: "Pardon me, 
Mr. Blank, but we haven't finished looking 
at the value of this car yet. With your 
permission, I will show you the full value 
and then we will take up the price." 

"S-X" Blazes Trail Through 
West Virginia Wilds 

With the letters "S-X" and a long, white 
arrow painted on each side of the body, an 
Essex demonstrating car owned by the 
Lambert-Hudson Motors Co., of Washing- 
ton, D. C, has just returned from a strenuous 
two-weeks exploration trip through the wilds 
of West Virginia. 

During the journey the car negotiated 
rocky stairways and jutting ledges, some of 
which were at an angle of thirty degrees. 
Many of the trails covered had never even 
seen the shadow of an automobile. In towns 
and hamlets the whole population frequently 
turned out to see the car, and after they had 
ridden in it — well it would be impossible to 
find a more popular automobile in those 
communities to-day. 

Despite the terrific punishment taken by 
the car in following roads that in places were 
little more than foot-paths, it was running 
as sweetly when it returned to Washington 
as when it started on its journey of explora- 

Digitized by 



Why I Lost That Order, Told 
by Successful Salesman 

^TO f dog-gone it, I didn't get his order, 
■*-^» but I'm not going to camouflage the 
reason why, either, so here goes. 

You know how it is in selling cars. If 
you put it over, the Self- Admiration Society 
pats you one on the back, but when you fall 
down the Hammer Brigade gets busy. An 
order and we're "some salesmen" — a turn- 
down and we're mere "order bookers." 
Am I right? 

Well, I'm riding on a new line of reasoning 
from henceforth, take it from me. Take 
this particular case. All the boys call this 
man a Hard Prospect — a Tough Bird who 
thinks much but says little. His reputation 
had me buffaloed from the start. 

After I gathered my blasted feelings to- 
gether, I tried to figure out what right I 
had to be even peeved at my own failure. 
How in the name of ordinary common 
sense could I expect to sell him when I 
myself did not really expect him to buy! 
Man, O man, what an awakening. 

Drop the "t" in Can't 

I do not know anything about telepathy, 
mind over matter, or much book stuff on 
salesmanship, but I do know that you can't 
sell the man you think you can't sell. Mar- 
shall Ferdinand Foch says that "Victory 
is the Will to Win," and yours truly says 
SELL." So it is best to keep away, far 
away, from the man you think you can't 
sell until the can't brain-cells drop the 
t in can t. 

Wait a minute! I hear you murmur 
"Bosh — that's all bull. An order cannot 
be secured just because you believe you can 
get it, nor merely by reason of the stick-to- 
itiveness of any salesman." Right-u-are, 
says I, it's the sureness of your belief and the 
thoroughness of your determination that 
turn the trick, and the possession or absence 
of these two qualifications mark the dis- 
tinction between a man who sells cars and 
the man who has cars to sell. 

No Order Ever "Lost" 

"And where do we get these bona-fide 
order pullers— SURENESS OF BELIEF 
NATION?" you ask. 

By studying our cars from every possible 
angle. The greater the knowledge of our 
cars, the greater our confidence in imparting 
their merits to the prospect. Along with 
knowledge and confidence will come the 
miracle-maker, enthusiasm. 

But to get back to the Hard Guy whose 
order I didn't land — remember, I didn't 
say I "lost" the order, because no ordei 
is lost unless we will not look for it again. 

I'm going back with no blinders on my 
eyes this time, and, listen, if you were as 
sure of getting a million as I am of finding 
that order, start spending right now. 

A Golden Challenge- 

— that Went Unanswered 

Hudson and Essex Make Clean 
Sweep in Western Races 

The Essex and Hudson made a clean sweep, 
capturing five first places, in a recent series 
of dirt-track contests at Enid, Oklahoma. 
"Johnny" Mais, in his Essex, won four out of 
five races and finished second to the Hudson 
in a twenty-mile event. 

"Jake" Strickler, in his Hudson, won first 
place in the twenty -mile event, second in a 
one-mile time trial and fourth in a five-mile 
handicap event. Tipton, of Oklahoma City, 
who drove another Hudson, captured one 
second place and one third. 

Mais 1 time for the mile was 1:12% and for 
the three miles, 3:46. Strickler's time for 
the twenty-mile event was 26 minutes flat. 

Two advertisements printed in a Great Bend, Kansas, newspaper, which show how 

the supremacy of the Essex is acknowledged even by its competitors. The offer of 

$100 in gold for ANY stock car of ANY MAKE OR SIZE that could beat the Essex 

finding not a single taker. 

Digitized by 






Owner -Advocate is Best Salesman; 

Don y t Let His Enthusiasm Die Out 

WHETHER a man buys an automobile or 
a tube of shaving cream, he becomes not 
only an owner but an ADVOCATE. 

His judgment leads not only to investment but 
to PARTISANSHIP for a time, and he becomes 
an unpaid salesman. 

This is elemental human nature and may be 
found either in the boy "bragging' ' about his new 
bicycle, or the clubman praising the brand of golf 
balls he is using. 

Sometimes, of course, it is possible actually to 
sell a car and get the money for it when the owner 
in his own mind is not really convinced that he is 
getting the car he wants. 

This is a purchase, a transaction, but NOT A 
SALE. The salesman has the owner's money, but 
he hasn't his confidence or enthusiastic endorse- 
ment for the car he has bought. 

Such an owner, together with others who tend 
too easily to become lukewarm, needs to be RE- 
SOLD. Like a paid salesman, his interest must 
be kept alive. 

One of the chief accomplishments of successful 
merchandizing is to keep active the ENTHUS- 
IASM of the OWNER-ADVOCATE and to fur- 
nish, perhaps, a brief for his continued special 

It was late in July and this owner had traveled 
13,000 miles, coming one hundred miles out of his 
way, to visit the factory. 

He was an elderly, retired merchant, but his 
eyes kindled with all the enthusiasm of youth as 
he told of the performance of his Hudson on the 
arduous journey. 

If he had owned the factory himself he could 
not have shown more pride and interest in every 
detail, and what was intended to be an hour's 
visit was lengthened to cover an entire day. 

While absorbed in watching Hudson motors 
being built under his eyes, he retold the story 
of the dependability and endurance shown by the 
engine in his own car. 

Suddenly he paused to inquire regarding the 
purpose of the weights on the crankshaft of one 
of the motors on the assembly line. "A counter- 
balanced shaft?" he asked. 

The guide paused in amazement. Was it pos- 
sible that such an enthusiastic advocate had 
never been told of the supreme advantage his car 
possessed over every other automobile on the 

"No," said the owner. He knew the motor had 
some patented feature, but he supposed all cars 
had exclusive little kinks that really did not 
amount to much after all. 

"The Hudson Super-Six motor is patented," the 
guide explained while speculating on the short- 
comings of salesmanship. 

"It is patented because it embodies a vital prin- 
ciple which can be obtained in no other car regard- 
less of price. 

"Hudson endurance and dependability are the 
It is not counter-balanced. Many inferior cars 
have counter-balanced shafts with weights which 
to the eyes of the novice, may look similar to those 
on the Super-Six. 

"The COMPENSATED shaft in the Super-Six 
is vitally different. It will run AT ANY SPEED 
with the MINIMUM VIBRATION. By mini- 
mizing destructive vibration, it increases the 
power of the engine 72 per cent without any in- 
crease in weight or the sacrifice of simplicity." 

"What a wonderful thing that is," exclaimed 
the owner. "This trip certainly is worth while, 
for now I can tell my friends not only about the 
marvelous performance of my own car, but also 
exactly what makes it the best car in the world, 
regardless of price." 

But the question is, why did he have to travel 
more than 13,000 miles to learn a sales point 
which is the very keystone of Hudson success and 

Digitized by LiOOQ IC 


Lieut. Locklear, whose aerial acrobatic feata have amazed thousands, his wife, and the pilots 

of the two airplanes he used during a recent exhibit at the Tri-State Fair in Memphis. 

' Lieut. Locklear long has been an enthusiastic user of an Essex. 

Getting Angry in Clash With Customer 
a Confession of Weakness 

>"pHE man who keeps a firm hold on himself able frame of mind, nothing will! 

Houpt Will Separate Hudson 
and Essex Sales in N. Y. 

IN preparation for the great increase in pro- 
duction in 1920, Harry S. Houpt, of the 
Hudson Motor Car Company of New York, 
has just organized an entirely separate and 
distinct retail sales force to handle the Essex. 

Not only that but he has also decided to 
separate the Hudson and Essex salesrooms. 
The southern part of his Broadway headquar- 
ters will be devoted to the sale of Essex cars 
exclusively, while the northern end of the store 
and northerly entrance will lead into the Hud- 
son salesroom. 

The retail sale of Essex cars will be in charge 
of F. W. Lorentz, assisted by W. G. Spencer, 
J. B. Bleecker, Vincent A. Schott and W. 
L. Losee. The entire Hudson and Essex sales 
organization, however, will be under the same 
general management as heretofore. 

While the sale of Essex cars will be handled 
by a separate sales force, the Essex salesmen 
will be backed in their efforts by the entire 
Hudson organization, and Essex owners will 
have the benefit of Hudson service. 

Essex Beats Railway's Time 

Covering 154 miles in 6 hours and 35 
minutes against the railway time for the same 
distance of 7 hours, Hicks Riley, Essex dealer 
at Pine Bluff, Ark., averaged 17 8/10 miles to 
the gallon of gasoline in his Essex roadster and 
used only one pint of oil. 

A night view of the attractive home of the Hudson- Frampton organisation in St, Louie, showing the effective lighting effect and the distinctive use of 

the Hudson and Essex trademarks. 

Digitized by 



Keeping the Mailing List Alive 
Requires Constant Revision 

IT is surprising, in view of the proven returns 
which may be had from a live mailing list, 
why so little attention is given to this essen- 
tial adjunct of modern merchandizing. 

Other than immediate and live prospects, 
there is a vast number of potential buyers 
who may be reached by sales letters and 
other direct-by -mail literature. 

Personal salesmanship is a strong mental 
force, but its scope is limited because it can be 
applied to but one person at a time. Direct 
literature blazes the trail for the salesman and 
so saves time and money and it does this at 
small expense per unit. 

The first essential of an effective mailing list 
is that it be kept alive. If a list of names is 
worth using it is worth keeping up to date. It 
is better to maintain a correct list of fifty 
names than a list of a hundred with half of 
them "dead," moved or misspelled. 

Mutt be Kept Accurate 

It is estimated by mailing concerns that a 
list will undergo from 15 to 60 per cent 
changes each year. So the task is not so much 
building a mailing list as it is keeping it ac- 
curate. Constant revision is necessary. 
Every name should be checked from a source 
other than that from which it was obtained. 

When a salesman turns in a prospect's 
name, for instance, it should be checked by a 
directory, or if a name is taken from the city 
directory it should be checked by the tele- 
phone directory. People resent as a rudeness 
the misspelling of their names. A wrong ad- 
dress means a loss of money and possibly a 
lost prospect. 

While postmasters are not permitted to fur- 
nish the names of concerns or individuals to 



rt-LM.RAPn co. 



>t, K :im t?r,. i-..< it ^ BHOAH STRtt /", \>H' YORK. 
..huh. *fi.< Mirt Y k thji mtouyit >*?* i ft ,.ri m*,k.4 





JOHN U MeMRIU.. »*Mi6*»T 



1 MO BY 101./; 
BCIPTA 11 IV 7": 

urn /:;« »v..:,!..:iy rv _;r liv^jzv.;-. 


Here is a cablegram that speak* for itself. Recently the Archbishop of Colombia purchased an 
enclosed Hudson and now the chief executive of the southern republic is a Hudson Owner also. 

whom they deliver mail, they will gladly check 
over any list of names submitted and cross off 
those to whom they are unable to deliver mail. 
They do this because Uncle Sam finds it 
cheaper than to have to return unclaimed 

In handling a mailing list it is obvious that 
first consideration must be given to the buy- 
ing power of the individual units. One dealer 
is guided by the city map in picking various 
grades of prospects. By the street classifica- 

tion of the directory he can locate, for in- 
stance, the better class of prospects in his city. 

Others secure names from resl estate trans- 
fer reports in the newspapers, Dun's and 
Bradstreet's commercial reports, secretaries 
of lodges and clubs. Names of owners of 
other cars may be obtained from the license 
list or the local automobile club. 

In any event, a mailing list is of the greatest 
value and will return big dividends if prop- 
erly handled. 



Building a Live Prospect List — General Suggestions 


Sources of Names 




Press Cuppings 


Property Owners 
and Taxpayers 


City Tax List 
County Tax List 
Building Permits 


Society Notes 

Auto Registration 

Professional and 
Business Men 

City, Telephone 
National Rating 

Secretary of State 

Advertising Clubs 

Business Changes 
New Incorporations 




Secretary of State 

Lodges | 
Grange , 

Rural Mail Carriers 
County Agents 
Country Editors 

Club and 
Lodge Members 


Fraternal, Social and 
Labor Membership Lists 

General Notices 

Officers and Execu- 
tives of Business 


National Rating 



Advertising Clubs 

New Incorporations 
Business Changes 


Mortgage, Bond and 

Corporation i . i 
County, City | \ 
and State i 



Marriage Licenses 
Insurance Reports 
Inquiries from Ads 

Names of Advertisers 
Fires, Births, Removals 
Real Estate and Business 


Employees' Names 
Addressing Companies 
Salesmen's Reports 
Justices of Peace 
Country Editors 

Digitized by 



Why Advanced Design of Essex 
Gives Superior Efficiency 

THE average consumption of gaso- 
line in the United States during 
the past year has been more than 
8,500,000 gallons daily and is con- 
stantly increasing. 

To realize what this means, it is 
necessary to consider that the supply 
of crude oil is limited and that only 
about 20 per cent, of it is available 
as gasoline. 

The remainder is kerosene, fuel oil, 
lubricating oil and residue products. 
It is many years since enough gasoline 
could be produced to meet the needs 
of motor car users. 

To supply the deficiency, it has 
been necessary to "crack," that is, to 
distill under pressure, some of the 
heavier oils into what now is known 
as "gasoline." 

Why Heat is Essential 

Ten years ago if you took a quan- 
tity of gasoline and heated it to, say 
100 degrees F., it would all have 
boiled away. But heat some of the 
"gasoline" of today to the same 
temperature and but a small per cent 
will evaporate. Raise the heat to 200 
degrees and a greater part will boil 
away. It will be necessary, however, 
to increase the heat to from 350 to 
375 degrees before it all disappears. 

The old-time gasoline was of a 
uniform grade and would all vaporize 
at a low temperature, while today 
excess heat is required to convert all 
of it into vapor. If this heat is not 
applied, or if it is applied only in 
spots where it will reach but part of 
the mixture entering the cylinders, 
some of the heavier oils contained in 
the present fuel will condense and 
pass into the cylinders in a raw state, 
causing irregular firing, carbon de- 
posits, etc. 

In view of these conditions, it is 
notable that in Essex is to be found 
the most perfect system ever devised 
for utilizing heat in the vaporization 
of the present low grade fuel. The 





This was not beyond Kssexriri vers expect at ions because 
every day the Essex spring a new sensation on the 
autoniohile world and consequently enlarges its circle 
of admirei? ronsiantly. 

Driving an Essex stock touring car around the State 
Fair half-mile speedway in thirty-seven second* and on 
the stnn'jrht-away maintaining a speed of sixty-five 
miles an hour only demonstrates again that Essex is all 
that ha^ been said about it by its many friends you 
know and have talked to. 

Running through the minds of those who witnessed the 
automobile racer' on the Slate Fair Speedway Friday is 

The Car 




Full page advertisement run by A. E. Kirk of the Hutchinson Motor Car Co., Hutchinson, Kansas, 
telling of the achievements of the Essex at the State Fair. 

best proof of this may be seen in the 
superior performance of the car itself. 
The radiator shutters not only allow 
it to be driven in the coldest weather 
without shrouding its hood in unsight- 
ly bandages, but they permit the 
engine always to be operated at the 
most efficient temperature which is 
reached when the red line in the 
motometer is at or slightly above the 
center of the circle. In winter, when 
anti-freeze is used, this point is at the 
bottom of the circle. 

How to Adjust Gas 

The "Gas" lever on the dash also aids in 
obtaining the utmost motor efficiency. The 
first time the car is run this lever should be 
pulled about half-way out. When the red 
line in the motometer shows that the engine 
is operating at its most efficient temperature, 
the car should be stopped, the throttle fully 
retarded and the gas lever pushed in a notch 
at a time until the position in which the motor 
"idles" best is reached. Then it should be 
left alone. IT SCARCELY WILL BE 
lean the mixture slightly in summer and 
again to richen it a bit in winter. 

The best "idling" adjustment is indicated 
by the oscillations of the amperemeter needle. 
The point at which the needle is steadiest is 
the best "idling" position for the gas lever. 

The "Air" lever should be used only as a 
"choke" to assure ease of starting. It should 
be pulled out only momentarily, or if it is 
necessary to leave it out for a few minutes 
while the motor is warming up, it must be 
pushed clear back to the dash as soon as the 
red line in the motometer begins to rise. 

Digitized by 


Sejtdsst^1?oad^^Sa^ , > s lt^t?cmTW lour 






Yesterday, Today and Tomorrow 

A HUNDRED and fifty years ago the steam- 
boat was impossible, but — 

Nobody believed that the telephone ever 
would be practical, but — 

Ten years ago the automobile was a "pleasure 
car," but to-day — 

Railways, electricity, submarines and dozens 
of other equally important inventions were im- 
possible until — somebody went ahead and did it. 

The impossibilities of yesterday are the com- 
monplaces of to-day, and always will be. 

You know the secret — somebody does it. 


And yet a few dealers are still blind to the 
fact that the automobile now is a GREATER 
NECESSITY IN WINTER than it is in sum- 

When the first overcoat appears, they sit 
back and tell themselves that "business will be 
quiet until spring.' ' 

Instead of putting every ounce of energy into 
an aggressive campaign to educate prospects, 
these dealers hibernate until awakened by the 
early spring buyer. 

They refuse to recognize that the tradition 
that winter must be a "dull season" has been 
proved false and that every year more cars are 
being driven through the cold months. 

"You can't sell cars in this territory in cold 
weather," remarked one dealer recently. 

The wholesale manager departed, but in less 
than two hours he returned with five names, 
every one a live prospect, as the dealer reluct- 
antly admitted. 

As the fall days shorten into winter days, 
every dealer should have three definite plans: 

1. To develop a winter market for cars. 

2. To lay the foundation for a constantly 
growing all-year 'round business. 

3. To make sales for spring delivery. 

Both the Hudson and Essex possess UN- 
EQUALLED ADVANTAGES for winter use. 

The enclosed cars are as comfortable and 
much more of a necessity in January than they 
are in June. 

Curtains opening with the doors in the touring 
models give absolute protection to the passengers 
in any kind of weather. 

Now, then, is the time to concentrate all of 
your sales energy on your market to realize its 

Write or 'phone users of other cars, telling them 
how the radiator shutters on the Hudson and 
Essex eliminate the need for unsightly hood 

Explain how the regulation of motor tem- 
perature gives the same engine efficiency in 
winter as in summer. 

Take your prospects out for demonstrations, 
regardless of the weather. The colder it is the 
more EFFECTIVE your demonstration. 

Arrange an attractive window display, adver- 
tise, and start an active campaign for present 
and future business. 

Such a strong selling effort will bring you a 
RICH HARVEST in what may once have been, 
the lean months in the automobile business. 

Digitized by 



A full page advertisement in a Great Bend, Kansas, newspaper containing the details 
of a wager of $1,000 on the Essex which was posted by E. E. Cook, Essex repre- 
sentative. The rival dealer refused to accept the challenge. 

Essex Justifies Owner's Faith 
by Making Mt. St. Helena 

It was not very long ago that E. A. Hicks, 
of San Francisco, was classed as an amateur 
motor car driver, but as the result of his 
enthusiasm over his Essex, he now finds 
himself in the realm of the professional. 

In brief, a friend who thought he knew 
enough about automobiles to know that the 
machine had not yet been built that would 
climb the Toll Gate road to the summit of 
Mount St. Helena in "high," bet Hicks that 
he could not perform this feat. 

As a result Hicks loaded his friend and 
three other passengers in his Essex and 
reached the summit of the mountain in just 
twenty minutes without changing gears. 
"That's why they call it the 'wonder car,'" 
he remarked as they raced over the top. 
"I feel a bit ashamed to claim the wager, 
though, because I knew what -it would do 
before we started." 

"You needn't feel ashamed at all," as- 
serted his friend, "because I am willing to 
lose to find out that that stunt can be ac- 
complished by anything on four wheels 
pulled by a motor." 

Sir Edwin T. Smith Praises 
Hudson's Splendid Service 

"It is now nearly four years since I pur- 
chased a Hudson," writes Sir Edwin T. 
Smith, K. C. M. G., of Adelaide, Australia, 
"and I have pleasure in testifying to the 
splendid service it has rendered me during 
that period. 

"Apart from the ordinary repairs, there 
has been nothing else done to the car which 
is still in splendid condition. It has given 
me the utmost satisfaction during the 14,831 
miles it has travelled." 

This Letter Will Help You to 
Sell Sales Travelers 

THE all-around utility of the Essex and its 
special value for the use of sales travelers 
is strikingly emphasized in the following 
letter from A. J. Bruett, of the A. J. Bruett 
Piano Co., Milwaukee, which also contains 
much valuable sales material: 

"Having driven my Essex 16,400 miles 
since Feb. 6th, 1919, I am now in a position 
to tell you something about it. You possibly 
recall the fact that when I bought the car 
I mentioned that I had driven EIGHT DIF- 
LIGHT WEIGHT CARS, and none of them 
would last me more than one season. 

"Of course, I drive a car hard — nothing 
stops me — bad roads or bad weather. 
As a piano salesman, throughout the 
entire state of Wisconsin, my automo- 
bile is part of my equipment and I need 
it every minute. 

"An Unqualified Success" 

"Now, it gives me great pleasure to tell 
you that my Essex has been a positive suc- 
cess in every respect. I have never allowed 
an automobile of any make to pass me on 
the country highways, and I will bet my 
money that I can beat any stock car from 
a standing start to fifty miles an hour, as I 
believe my Essex can GET AWAY FASTER 

"To give you an idea of how hard I drive 
my Essex, the following is a record of a few 
trips I have made this year: In order to 
catch a train for Manitowoc on Sunday, 
Oct. 19th, I drove from Ft. Atkinson, Wis., 
to the Northwestern Depot in Milwaukee, 
a distance of 58 miles, with five passengers, 
in one hour and fifty minutes. I negotiated 
the first six miles in eight minutes flat. 

"I make monthly trips to Blanchardville, 
Darlington and Argyle, through the hilly 
country of Wisconsin, without exception the 
worst roads in the middle west; where there 
are hills and roads that local people believed 
impassable, my Essex has always taken me 
through nicely, and has never hesitated even 
a second. A common occurrence with me 
is to run to Madison, 92 miles from Mil- 
waukee, in two hours and thirty minutes; 
or to Darlington and back, a distance of 
320 miles, in a single day — always having 
plenty of time at my destination to sell one 
to three pianos. 

Accident Proves Jndurance 

"The only time I was ever stopped with my 
Essex was when I hit a bridge, going 35 miles 
an hour. I believe that what would be called 
an ordinary light car would have buckled 
like a jack knife under this impact, while my 
damage was only a radiator torn off and a 
slightly bent front axle. THIS CONVINCED 
have never been bothered with rattles or 

"The remarkable performance and the 
satisfaction it has given me has led to many 
more Essex sales, as I believe I have been 
instrumental in selling more Essex cars than 
any of your Essex salesmen. 

"The upkeep has been practically 
nothing, except the expense incurred 
from the results of my accident of July 
2nd. I average 200 miles on a quart of 
oil and 16 to 18 miles on a gallon of 
gasoline, which is remarkable consider- 
ing the speed at which I drive, and the 
roads' on which I must travel. 

"In conclusion will state that I honestly 
believe that in durability and performance 
the Essex is absolutely in a class by itself." 

Digitized by 



Make Prospect Look Up to You 
and Not Down at You 

WHEN the prospect asks for a discount, 
a spare tire carrier or some other con- 
cession, it is easy to say "I'll see if I can put 
it over for you." It satisfies the prospect for 
the moment and the salesman secretly feels 
that he has made a "hit" with the customer 
by interceding for him. 

A recent canvas of owners in one large city 
indicates that this is not only the wrong 
course for the salesman to follow, but a 
hurtful one as well. All of the owners inter- 
viewed agreed that they would much prefer 
to do business with a STRAIGHTFOR- 
WARD salesman, who has the courage to 
stand his ground and state the reasons why 
such a concession could not be made without 
the loss of money by his boss, than with one 
who "stalls." 

Almost any prospect will tell you that he 
would rather do business with the head of 
the organization than with a salesman. Yet, 
did you ever hear of a business head who 
told a prospect that "he would see if he could 
put it over?" 

The fact is that we like best to do business 
with men whom we feel to be our BUSINESS 
EQUALS. A salesman who truckles to a 
prospect, immediately places the prospect 
in a position of advantage over him and 

It is to your interest as a salesman to stand 
just as high as possible in the eyes of your 
customers. It is imperative that they accept 
you as a business equal. You cannot afford 
to jeopardize your prestige by truckling to 

Deep down in his heart, the prospect re- 
spects most the salesman who is big enough 
and loyal enough to make it plain that he 

Real bigness in selling is something which 
can only be attained through the constant 
watching of little details. One moment of 
weakness will undo years of upbuilding. Get 
the executive viewpoint in dealing with 
prospects. MAKE THEM LOOK UP TO 

Harrison Signs Contract For 
New Automobile Palace 

Architectural plans have been accepted 
and the contract signed for the construction 
of a new building which will be the future 
home of the H. O. Harrison Company of 
Oakland, California. 

The structure will be located between 
Grand avenue and Twenty-third street, near 
Webster, with a frontage on the avenue of 
140 feet and a depth of 125 feet. 

It will be four stories in height and, ac- 
cording to the announcement, will eclipse any- 
thing else of the kind on the Pacific Coast. 

Hudson and Essex cars on the factory export dock waiting shipment to all parts of the world. 

Can You Beat This? 

GEORGE Harrison, of the H. O* 
Harrison Co., San Francisco* 
has driven his Essex 19,941 miles in 
the past eight months. 

During this period it has been 
subjected to many severe tests such 
as being driven over thousands of 
miles of rough mountain roads and 
being put through countless spec- 
tacular stunts to prove its power 
and endurance. 

Do you know of any Essex that 
can equal this record? If so send 
in all the facts to The Triangle. 

Owner Proud of Record 

"In August, 1917, I purchased a Hudson 
Super-Six," writes J. E. Hunt, of Jefferson- 
ville, Vt. "Since that time I have covered a 
trifle over 10,000 miles with absolutely no 
other expense than gas, oil and two tires." 

Essex in New Victory 

Jasper T. Gibson, Essex dealer at Laurin- 
burg, N. C, recently drove an Essex to 
victory in a fifteen-mile contest against a 
field of cars most of which were more costly 
than the Essex. 

Hudson is Best Car at Any 
Price Writes Australian 

"During the eighteen months I have owned 
it, I have driven my Hudson over all sorts 
of roads and in all weathers, and have never 
had a stop, excepting for tire trouble, and 
even this has been rare," writes J. B. Sharp 
from Sydney, Australia. 

"For conditions in Australia, I have not 
seen any car within $2,000 or $2,500 of its 
price to compare with the Hudson. I have 
been running a car for six years, and have 
owned several, and I believe that regardless 
of price it would be almost impossible to get 
a sweeter car to handle. Also, considering 
its power, speed, and weight, it is a most 
economical car to run, more so, in fact, than 
many that are much lighter in weight. 

"On a recent tour I covered 821 miles, 
the gasoline consumption averaging 19 miles 
per gallon although the road conditions were 
very bad. I could write pages about this car 
and then could not express my entire satis- 

Hudson Owner Race Victor 

In a recent 17-mile automobile race for 
amateurs at Redfield, S. D., Ellwood J. Peter- 
son drove H. P. Jefferson's Hudson Super-Six 
to victory in. 16 minutes and 52 seconds. Five 
thousand persons witnessed the contest which 
was a free-for-all. 

Pmrt of # shipment of Fifty Essex cars on the dock at Duluth, Minn., to which point they were sent by boat from Detroit. 

Minneapolis by members of the organization of the Twin City Motor Car Co. 

They were then driven to 

Digitized by 



Salesmanship is Simply the Ability to 
Appreciate Sales Points 

Here Are a Few Possibilities of the Essex Roadster 

Digitized by VjOOQ IC 

-r*=-y^— ■-" , -rv - 1 — r -rrr— *-* '■— -*~ "' — — 

p fci i'i ■awwf! 





"The World's Finest Light Car" 

TVTEARLY everybody has heard Billy Sunday 
■JLN — everybody has heard about him. 

Whether we approve or disapprove of his 
methods does not matter at all. 

Billy not only gets by — he also gets across. 


Because he does it differently. 

Whether it's preaching or selling automobiles 
the successful job is done DIFFERENTLY. 



Take the case of an Essex dealer in a little 
Vermont town of 9,000 population, for instance. 

Now in that section of the country the selling 
season for automobiles normally closes about the 
end of August. 

September marks the beginning of the winter 
"dull season.' ' 

But this year the first of September found an 
Essex in that territory blazing its way through 
three states in a spectacular high gear run. 

Dealers handling other cars watched the per- 
formance with wise smiles. "What's the use of 
going to all that trouble now," they asked. 
"The selling season is over." 

But the Essex dealer closed his run in a blaze 
of publicity, undaunted by the spectre of the 
proverbial "dull season," and went back to 
selling cars as hard as though it were spring and 
not fall. 

As a result he sold nine cars in two months, 
September and October, or exactly as many as he 
had sold in the preceding six months. 

The business of the other dealers during this 
period followed its usual course, being far behind 
what it has been during the earlier months and 
also below that of the Essex dealer. 

And all because this one man had the energy 
and foresight to get out of the rut that his com- 
petitors were in and DO IT DIFFERENTLY. 

"No other car in the world will do what the 
Essex will do," declares this dealer. It is the 
world's finest light automobile. 

"Cars that even approach it in performance, 
comfort and endurance cost from $2,000 up to 
more than twice as much as the Essex. 

"But these costly cars lack its economy. 

"Cheap cars anywhere near its equal in econ- 
omy have neither its sturdy dependability, power 
or long life. 

"They also lack its wonderful perform- 

"That the Essex has filled a transportation 
need is proved by more than 18,000 owners who 
are getting GREATER PERFORMANCE and 
ever obtainable in an autorfiobile before." 

The experience of this man proves that in 
selling the Essex you have an automobile occupy- 
ing a field entirely to itself — or as near a natural 
monopoly as it is humanly possible to obtain. 

Competition exists only in the imagination 
because the salesman does not know the car he is 
selling. In fact, the Essex is such a marvelous 
value that it is hard to consider price at all in 
relation to it. 

In selling it you are rendering a SERVICE 
TO THE BUYER which is out of all proportion 
to the cost of the car to him. 

The reason is that the Essex gives more 
than any other car in the world. 

Digitized by 



Essex Makes 8-Day Non-Stop 
Run in Waco, Texas 

J\ NON-STOP run of eight days and nights 
made by an Essex attracted much at- 
tention in Waco, Texas, during the recent 
Texas Cotton Palace which brought 
thousands of visitors to Waco from all parts of 

With a long arrow and the letters "S-X" 
painted on its side the car was kept running 
through the streets during the day and at 
night was placed in the window of the Willis- 
Chaney company, Essex representatives. The 
car was provided with a glass hood so that 
everyone might see the engine at work. 

It was originally planned to keep the car in 
operation for sixteen days but on the ninth 
day it was run into and wrecked by another 
car. The engine continued to run after the 
accident but was stopped when it was found 
that the three occupants were seriously, at 
first it was thought fatally, injured. 

His Hudson So Good is Why 
He Never Saw Dealer 

4 'My new Hudson Super-Six is so good 
that I never have occasion to bring it around 
to your garage and consequently, I never 
get to see you," writes Elmer Matthews, of 
Sikeston, Mo., to the Bess and Matthews 
Motor Co., Hudson dealers there. 

"I must say that it is a pleasure beyond 
expression of words to get behind the wheel 
of this car. It certainly makes a man proud 
of himself, it makes him admire his judg- 
ment and fills him with inspiration that 
makes him want to become more than what 
he now is. 

"Besides its power and endurance, another 
thing that increases my admiration for the 
Hudson is that it is so obedient. It yields 
instantly to each and every control and can 
be handled with ease by a child or a woman." 

A quarter page advertisement from a Sydney newspaper telling of the latest 
Hudson Super-Six achievement in Australia 

Booth Tarkington Now Owner 
of His Third Hudson 

Booth Tarkington, the noted writer, has 
just signed an order for his third Hudson, 
writes Harry E. Lunge, Hudson dealer at 
Kennebunk, Maine. 

"Mr. Tarkington was thinking of buying a 
more expensive car this time and he looked 
over some of the most costly makes," adds 
Mr. Lunge. "He told me frankly that the 
cars did not look enough better to him to 
offset the difference in price and besides the 
Hudson was no experiment with him as the 
past two Hudsons have given him perfect 

"This is another proof that 75,000 Hudson 
Super-Six owners are the best satisfied auto- 
mobile owners to be found anywhere in the 

Fur Coat a "Super-Six?" 

Whether or not a fur coat was a genuine 
"Super-Six," to be exact a "Hudson Seal," 
was the question put to a jury in Norfolk, 
Va., recently. The defendant who was being 
sued for an alleged balance due on the coat, 
testified that it did not act like a "Super-Six." 
No verdict had been received up to press time. 

With Essex Owners 

Two trips through Oklahoma and one through 
Arkansas together with 8,000 miles of service in 
Texas have proven to me that the Essex is the most 
economical car built. My first set of casings gave 
over 7,500 miles and my average gasoline mileage is 
over 18 miles to the gallon. I have owned seventeen 
cars and the Essex is the wonder of them all. — E. E. 
Mooney, Waco, Texas. 

After driving my car for five months over all kinds 
of roads, I can truthfully say that it has given me 
perfect satisfaction. It is extremely economical in 
oil and gasoline consumption, averaging between 19 
and 20 miles to the gallon of gasoline. The great 
reserve of power, quick pick-up and general adapt- 
ability make it a pleasant and safe car to drive. — P. G. 
Denison, Winnipeg Board of Trade, Winnipeg, 

My Essex has given me perfect satisfaction and I 
can truthfully say that I have never gotten out of 
any other car the pleasure of driving that I have in 
the Essex. — J. N. McFarland. 

The Essex Cars sold in this territory appear to 
be giving perfect satisfaction, at least we have not 
as yet received one single complaint from any Essex 
owner; on the contrary we have heard nothing but 
praise from them. — The West Indies Trading Co., 

Essex Makes 586 Miles on 32 
Gallons of Gasoline 

A. H. Patterson, of Stockton, who has been 
annexing all worth while California auto- 
mobile records to prove the superior endur- 
ance of the Essex, has just set another mile-r 
stone in the motoring history of the state. 

Accompanied by two passengers, Mr. Pat- 
terson drove his Essex from Stockton over 
the mountains to Fallen, Nevada, and return, 
using 32 gallons of gasoline on the entire trip 
of 586 miles. The part of the trip from Reno 
to Stcckton was made in exactly 7 hours 
and 27 minutes. 

"The trip proved conclusively that the 
Essex has more than enough power to conquer 
the steepest hills and that its luxurious riding 
qualities smooth out the roughest roads," 
said Mr. Patterson. 

Digitized by 



Inside Story of How a Real 
Publicity Stunt Won Out 

\XTHAT is news? 

A great editor answered the question 
by saying, "there is no news in the fact that 
a dog has bitten a man, but if the man had 
bitten the dog — well that would have been 

It is a realization of the great truth con- 
tained in this answer that has made hundreds 
of men famous and enabled many dealers 
to keep their cars on the front pages of the 
newspapers to their own everlasting profit. 

Take the case of E. W. Williams, of 
Bennington, Vt., for instance. Williams is 
the man who recently monopolized space in 
the Vermont newspapers with his Essex 
high gear performance. Well, shortly after- 
wards a Hudson Super-Six cut thirteen 
minutes off the over-mountain route record 
for the run between Battleboro and Benning- 

And that is some record as Mr. Williams, 
loth to hide his light under a bushel, told the 
editor of a Bennington newspaper. But the 
editor did not enthuse properly, so Mr. 
Williams confided to him that he would give 
a prize of $100 to anyone except the owner 
of an Essex who would better this record. 
Even this appeal to the sporting instincts 
of the scribe failed, as it only resulted in a 
three paragraph item in the next day's paper. 

Now right here is where the ordinary man 
would have quit, but not Mr. Williams. 
He carefully clipped the story and sent it to 
the Secretary of State, H. A. Black, a sworn 
foe of all speeders. The result was the follow- 
ing letter from Mr. Black: 

Montpclier, Vt., October 24, 1919 
E. W. Williams, 

Bennington, Vt. 

Dear Sir: — Enclosed is copy of a newspaper 
clipping which has been forwarded to me. 

I am much interested in this clipping and 
above all I am anxious to learn if you are guilty 
of making any such proposition as is outlined 
therein. With your long experience in the 
automobile business you certainly ought to 
know better, and in all fairness, I wish to warn 
you that if I obtain proof of the pulling off 
of any such stunt, I shall revoke the license 
of the operator, as I consider that such things 
are absolutely dangerous from any point of 
view and that no element of value whatsoever, 
except to satisfy somebody's insane curiosity. 

I do not know the name of the party who 
made this trip in one hour and twenty minutes, 
but I expect to find out. If you have any denial 
or explanation to make concerning this news* 
paper clipping, I should like very much to 
have you write me. 

Yours very truly, 

Secretary of State. 

Again Mr. Williams sought out his editor 
friend with the result that the letter was 
spread over the front page with a full column 
review of the record-breaking performance. 
For thus is true ability and stick-to-itiveness 
always rewarded. 

How Bankers Value a Hudson 
Franchise Shown by Letter 

Just what bankers think of the Hudson 
franchise is shown by the following letter 
from the Home State Bank, of Anthony, 
Kan., to the Hutchinson Motor Car Co., 
Hutchinson, Kan., Hudson and Essex dis- 

"We understand you expect to have a new 
agency in Anthony and while we have not 
learned the name of the party to be in charge, 
we should like very much to handle the local 

"As to our standing, we are pleased to refer 
you to the National City Bank, New York, 
and the Commerce Trust Co., Kansas City. 
Also we are members of the Federal Reserve 

Essex Victories in Hill Climb 
Cause Sensation in Australia 

^■pHE performances of two Essex cars were the sensation of the Auto- 
A mobile Club's Hill-climb contest at Sydney, Australia, September 
19th. The following table indicates the relative positions of the compet- 
ing cars by the time taken to ascend the hill with full load of passengers, 
irrespective of class or horse-power: 

Car. H.P. 

Essex 18.98 

Vauxhall 19.77 

Essex 18.98 

Buick 25.63 

Buick 25.63 

Vauxhall 25.70 

Buick 25.63 

Buick 25.63 

Overland 18.80 

Lexington 23.71 

D. F. P 12.96 

Buick 25.63 

Vauxhall 19.77 

Hupmobile 19.15 

Aust. Six 24.41 

Maxwell 19.71 

Arm. Whit 17.79 

Fiat 11.96 




















3542 lb. 
4326 lb. 
3668 lb. 
4239 lb. 
4158 lb. 
4298 lb. 
3290 lb. 
3934 lb. 
3444 lb. 
4424 lb. 
4032 lb. 
3514 lb. 
3969 lb. 
2744 lb. 
3416 lb. 

Rushing up the exceptionally steep hill at close upon forty miles an 
hour, the Essex made the fastest time for the event despite the fact that 
all of the contestants except two had higher horsepower ratings. 

Of the two competing Essex, one had run about 6,000 miles before 
the contest while the other was a new car unpacked only a few days prior 
to the event. 

One Essex was driven by A. T. Selman and the other by R. Robertson, 
of Dalgety and Co., Essex representatives in Sydney. 

system and have more than 300 active ac- 

"This bank will always be in a position to 
take care of loans and buy paper and we 
are very sure that we will be in a position to 
co-operate with your local agent at all times 
and respectfully ask your consideration." 

Essex Wins Another Race 

In a fifteen mile race on a one mile dirt 
track at the State Fair at Shreveport, La., 
a standard Essex equipped with a 5 1-1 1 gear 
ratio won first place against the field. The 
other cars in the race were a Mercer, Packard, 
Maxwell, Paige, Studebaker and Chevrolet. 
The Essex was entered by the Dickinson 
Motors Co. 

Six Months Wait for Hudson 
Proof of Owner's Esteem 

"It might be interesting to you to know 
that a year ago last July I took a trip to youi 
factory to obtain a speedster and have beer 
so satisfied with the car that in June of this 
year I placed an order for a second speedstei 
but, owing to conditions over which you hac 
no control, I was delayed in receiving it,' 
writes E. S. Roberts, of the Savannah Elec 
trie Co., Savannah, Ga. "I think that th< 
willingness on my part to wait from Jun< 
until November for one of your cars is th< 
best recommendation that I can give it." 

C)URTESY is really nothing but com- 
mon consideration for the rights and 
feelings of other people. 

Digitized by 



Essex Winter Efficiency and Comfort Make it 
the Ideal Car for AU-Year-Round Service 

Curtains which open with the doors give enclosed 
car comfort and convenience. 

"\X7lTH the old superstition that the automobile is 
a summer plaything still lingering in the minds 
of many persons, now is the time to show prospects 
how the disadvantages of operating a car in the 
winter have been eliminated in the Essex. 

The snugly fitting curtains which open with the 
doors give to the phaeton the comfort of the enclosed 
car. When not in use they are most conveniently 
stowed away overhead in hangers that form part of 
the top, where they may be most easily reached 
and where they will not be damaged by being sat 
upon or folded up in a tool box. 

The radiator shutters are another Essex winter ad- 
vantage. One of the principal disadvantages of run- 
ning an ordinary car during the winter months is the 
loss of efficiency due to a cold motor. The result is 
that the gasoline does not vaporize properly, which 

How curtains are hand- tailored to every car, assur- 
ing a perfect fit. 

causes a lack of power, hard starting, and low mileage. 
Shrouding the hood in unsightly bandages and cover- 
ing the radiator with pieces of cardboard are only 
makeshifts which do not achieve the result desired. 

The Essex, however, will deliver the maximum 
performance at all times. The "choke" assures easy 
starting. The louvre plates fastening on the inside of 
the hood do not mar the appearance, and completely 
close the openings. The shutters, easily regulated 
from the dash, enable the motor to be operated at its 
most efficient temperature regardless of weather con- 

The careful presentation of these advantages to 
prospects should result in an immediate Essex order 
instead of a chance at the business in the spring when 
all of your competitors will surely be on the job. 

Digitized by LiOOQ IC 





An Easy Road to Doubled 

"TTE said that he was thinking of getting a 
il new car next spring, but that he was 
not interested now," the salesman reported. 

"Well, let me tell you that we are well aware 
that there are thousands of persons who ought to 
be driving an Essex who are not interested now," 
retorted the sales manager. 

"If they were interested, we could send them 
catalogues and take their orders by mail. The job 
of this sales organization is to interest people 

"To do so we have only to drive home the fact 
that the Essex is giving greater performance and 
more comfort at less cost than any other car. 

"There is something wrong with the prepara- 
tion of a man who is unable to interest the major- 
ity of his prospects in a car that has proved its 
ability to do what the Essex has. 

"The buying world expects the salesman, first 
and last, to know the fine points of what he offers. 
He can do that only through preparation, by 
being READY TO SELL when he begins to sell. 


"You look down on the book agent as a business 
worker of a lower order. Yet the book man gives 
a fine example of preparedness. 

"He starts out facing the fact that no one, prac- 
tically speaking, is interested in what he has to 

"To accomplish anything he must win atten- 
tion, develop INTEREST, and finally induce 

"The successful book agent is full of informa- 
tion about his merchandise. He has some good 
points at his tongue's end to fasten attention and 
is ready to meet any objection. 

"If a prospect says : 'I have a lot of books now 
that I don't read,' he answers, 'I'm sure you have. 

All of us have. But here is a book you will read. 
Just look at these titles, sir.' 

"Like every other true salesman, the book agent 
creates his demand and then fills it. He says 
that anyone can 'book orders' but real salesman- 
ship means creating a market. 

"A lot is said about 'born salesmen.' They cer- 
tainly are born or they would not be around. But 
while it is true that some may have more selling 
talent than others, in the end ENERGY 
COUNTS FOR MORE than any mere superficial 


"Compared to the book agent, think what an 
easy task you have in selling the Essex. 

"In its ideal combination of luxury, perform- 
ance and economy, it represents the FUR- 
THEST ADVANCE of automobile science. 

"The successful Essex salesman knows every 
detail of its wonderful advantages and has pre- 
pared himself to present these features in an in- 
teresting way. 

"One man, for instance, carries in his pocket a 
bit of the leather used in the upholstery. Another 
has one of the little roller bearings used in the 
valve rocker arms. 

"When the latter begins to tell of the Essex fine- 
ness of construction, he puts this bearing into the 
hands of his prospect as an example of the hidden 
quality to be found throughout the car. 

"In any case, the Essex salesman is a mission- 
ary of progress. He te selling the WORLD'S 
FINEST LIGHT CAR. All he has to do is to be 
able to present the facts in an interesting manner 

"If he does that his sales will be limited only by 
production and production next year will be 
double what it was this year— AN EASY ROAD 

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Sturdy Essex Sedan Easily Conquers Avalanche Gulch 

The occasion was a grouse hunt and 
the party, consisting of R. L. Diggs, 
his wife and a friend, started from 
Helena with the mercury in the ther- 
mometer hovering about zero. De- 

spite the cold outside, the interior of 
the car was as warm and comfortable 
as a Pullman. 

Avalanche Gulch is known as one 

journey was a huge success from 
every viewpoint, except that of the 
grouse. Not a single mechanical 
adjustment of any kind was made on 
the entire trip. 

Covers 5,000 Miles in Essex 
Without Single Adjustment 

"After having driven my Essex 5,000 miles 
in the past four months, I have just returned 
from a 1,777 mile trip in it through the Kan- 
sas, Oklahoma and Texas oil fields," William 
Kroestshing, of Harbine, Neb., writes to W. 
B. Jeardoe, Essex dealer at Fairbury, Neb. 

"Without question the Essex is the best of 
all the cars I have owned. Since I have had it 
I have averaged 18 miles per gallon of gaso- 
line and no mechanical adjustments of any 
kind have been necessary. 

"For 1,000 miles on our last trip the way 
was through mud that at times came up to the 
running boards but we came through without 
any difficulty although the car was carrying 
two passengers and a 1,200 pound camping 

Flies to Sign Contract 

FE. CLINE, new Hudson and Essex 
• dealer at Trenton, Mo., in a front 
seat of airplane in which he recently 
flew to Kansas City to sign his contract. 
Mr. Cline is in the front seat of the 

EVERYBODY hates a knocker. They're 
not even using them on front doors 
any more. 

SUCCESS is no more an accident than 
the ball player's batting average is a 
streak of luck. It is putting the right hits 
in the right place and keeping the good 
work up — it's head work. 

"Essex Best Car I Ever Owned" 

"Having just completed a tour of four 
states, Alabama, Tennessee, Mississippi and 
Arkansas, in my Essex," writes J. W. Sim- 
mons, of Hartselle, Ala., "I can say that 
I have the best car for service and looks that 
I have ever owned. It has given me abso- 
lutely no trouble and my only expense has 
been for gasoline, tires and oil." 

Essex Valve Rocker Arm Assembly 

DO YOU know that the intake valve rocker arms on the 
Essex operate on auiet Hvatt roller 
bearings ? 

It is just one of th 
details of constructic 
Essex the world's fin< 

The oil is fed to 
the bearings through 
a wick from the 
overhead oil cups 
outside the valve 

This construction 
assures quiet opera- 
tion, eliminates the 
necessitaty for fre- 
quent adjustment 
and gives long life. 

Digitized by 



Winter Fails to Block Essex 
Trip Over Mountains 

/"pHE highest mountain passes across the 
•** Sierras are closed for the season to auto- 
mobile traffic, according to automobile clubs, 
State highway officials, forest rangers and 
road crew foremen, but A. S. Patterson, of 
Stockton, Calif., declares that winter has not 
yet lowered a rough enough barrier to stop his 

Patterson has just returned from a trip 
across the Sierras into Nevada, going in via 
the Sonora-Mono pass and returning by way 
of Ebbett's pass and the Calaveras Big Trees. 
The altitude of Sonora pass is 9,624 feet, 
while that of Ebbett's is 8,800. These passes 
are exceeded in altitude in the Sierras only by 
Tioga (9,942 feet), and the going is much 
steeper and the roads much rougher. And the 
passes are covered with snow and it was 
storming along the divide when he made the 

Much of the way was driven through what 
the inhabitants of this section of the country 
described as the worst blizzard ever seen at 
this time of the year. 

The Essex successfully bucked snow rang- 
ing up to twelve and fourteen inches on the 
level, and at times forced its way through 
drifts ranging up to three feet deep. The en- 
tire trip was made on the car's own motive 
power. It was frequently necessary for the 
car to back up and make several plunges 
ahead in order to force its way in snow plow 
fashion through some particularly deep drift, 
but at no time did any of the fair members of 
the party get out of the machine to lighten the 
load or assist the car. 

"I have had lots of wonderful mountain 
trips but the one I have just taken far exceeds 
anything I have ever experienced or expected 
to experience," declares Patterson enthusiasti- 
cally. "One who has never traveled through 
the high altitudes of California either during 
or directly following a snow storm has no con- 
ception of Nature's winter beauties. It's one 
thing to see the ground all white with snow, 
but when the stately pines, firs and cedars are 
also mantled with the beautiful, the picture 
possesses much added charm. We passed 
through forests in which tons of snow were 
suspended on the branches. You never saw 
Christmas trees that looked prettier." 

DON'T wait for extraordinary oppor- 
tunities. Seize common ones and 
make them great. 

20,000th Essex is Completed Nearly Two Weeks 
Ahead of Schedule 

THE 20,000th Essex, a Roadster, went from the final tune to the ship- 
ping dock on November 20th, nearly two weeks ahead of schedule. 

The event marked the final completion of the greatest production 
schedule ever undertaken in the history of the industry. 

Never before have so many fine cars been built and sold within such 
a brief period of time. Never has a car met with greater success during 
its first year. 

And the quality of every one of those 20,000 cars guarantees a con- 
stantly increasing demand which means permanence and increased profits 
for every distributor, dealer and salesman. 

With approximately 40,000 cars authorized for next year, production 
already is busy on its 1920 schedule. To those who prepare now to keep 
the pace it sets will go next year's golden harvest. 

How Hudson Prestige Landed 
Order for Sales Traveler 

IS a Hudson Super-Six a profitable invest- 
ment for the sales traveler? This ques- 
tion is answered in the following story which 
appeared in a recent number of the Palmolive 
house organ, the Palmolive News: 

"Last week I hired a man to drive me from a certain 

Ohio city to a small outlying town/' a popular young 
Palmoliver wrote us recently. "This man owned a 
fine Hudson Super-Six, which was used in the drive. 
Arriving at my destination, I asked the driver to wait 
while I called on the principal dealer. This man had 
never sold Palmolive products. And he seemed to 
feel that he could worry along indefinitely without 
taking on the line. 

Dealer Admires the Car 

"I argued with that dealer for more than an hour. 
But nothing doing. Finally, in despair, I bade him 
goodbye and walked to the door. The dealer fol- 
lowed. Just as I entered the car he spoke up, "That's 
a mighty fine car you have; what make is it?' 

"I told him and he said (referring to the driver), 'Is 
the other gentleman a Palmolive man, too?' 

" 'Oh, no,' I replied, 'he just drives for me.' 

"That set the dealer thinking. He declared that 
there was certainly some class to us. 'Let me ask you 
a question,' he continued, 'how is it that 99% of the 
traveling men use flivvers on the road, and you have a 
Hudson and a chauffeur to boot?' 

Why He Could Afford a Super 

" 'That's easy,' I replied, trying to keep a straight 
face. 'It's because I sell the Palmolive line. If you 
sold the same line in your store, you, too, could ride in 
a Hudson Super-Six.' 

"The dealer started laughing. 'You have a good 
line of toilet articles,' he agreed, 'but I believe your 
line of talk is about as good. I would surely sell your 
stuff if I thought I could own a car like that. Come 
back in the store and I'll see what I can do.' 

"So we went back. Fifteen minutes later I had his 
order for five gross of Palmolive soap and a $60 as- 
sortment of toilet articles. 

"Before I left, I gently broke the news to the dealer 
that I was driving around in a rented car. He appre- 
ciated the joke immensely. 

" 'Next time you come back this way well hire that 
car together and go out for a ride,' he suggested." 

Elmer Negy, of Hutchinson, Kansas, driving a standard Essex touring car in 
Pawnee County Fair stock car free-for-all race, which he won against 
the field. Negy also won the stock car event at the State 
Fair in Hutchinson, Kan. 


WHEN you come up to the mark set 
for yourself, it is safe to conclude 
that the standard was set too low* 




Strength of Construction of Essex Sedan Makes 
it a Car that Will Not Grow Old 

Just Another Detail of Essex Quality 

TN strength of construction, as well as in beauty, Floor boards are of solid, three-quarter inch 

luxury and fineness of detail, the Essex Sedan stock, the hinges on the doors are extra heavy and 

equals the most costly enclosed cars on the market. the fabric used in the upholstery, as well as in the 

— . , , „ , r body and hood lining, is the finest all-wool material. 
The door posts and frame work are of extra 

heavy construction. The sills are one and three- Improved seals are provided on the windows that 

quarters inches thick. Genuine ash is used through- prevent rain from running down the glass into the 

out the body. compartment. The windows themselves are oper- 

«, r . . ^ , , ^, , ated by revolving lifts. 
The front seat extends clear across the car and 

is reinforced by a metal backing, giving the utmost In every detail, strength, quality and fineness of 

rigidity to the body. The windshield is of especially construction of the Essex Sedan gives assurance 

strong construction, but is so built as not to obstruct that it is a car that will not grow old and will with- 

the vision. stand the hardest usage to which it may be subjected. 

Digitized by 






Vol. 9 No. 8 - Not Available „ 

Essex Sets New Record for 
Automobile Endurance 

Covers 1,061 Miles in 24 Hours Over 
Snow-Swept Iowa Dirt Roads 

RUNNING day and night over 
frozen Iowa dirt roads, a standard 
Essex touring car has just established 
a new record by covering 1061 miles 
in 24 hours. 

Starting at West Liberty, Iowa, at 
10 o'clock in the morning, Nov. 26th, 
the Essex ran over the highways of 
the eastern section of the state, stop- 
ping only for gasoline and oil until it 
was checked in at Iowa City at 9:46 
a. m., Nov. 27th. 

And this new record was not made 
on a track or speedway by a specially 
built racing machine. It was made by 
a fully equipped car that had already 
been driven more than 12,000 miles in 
the last ten months. It also was made 
under the most unfavorable weather 
and road conditions imaginable. 

During the entire period the mer- 
cury never rose above freezing and the 
car was forced to fight its way in the 
teeth of a bitter wind Often reaching 
a speed of 70 miles an hour, then slow- 
ing down to a scant 20 miles on some 
treacherous stretch, the Essex ran 
hour after hour. 

Darkness came and still the Essex 
darted swiftly and silently over the 
rough roads. Toward midnight, snow, 

whipped by a freezing gale, began to 
fall steadily, but nothing could stop 
that speeding shape with its lights 
cutting a precarious path through the 
night and the dancing snow flakes. 

Dawn broke again, but still the car 
rushed on, its lights growing dimmer 
as the sun struggled in vain to break 
a way through the storm clouds. 'Its 
wicked," said one of the watchers, 
marveling at the punishment the car 
was called upon to withstand, but the 
motor never faltered, not a single ad- 
justment being made to it during the 
entire run. 

And at the finish the car was run- 
ning as sweetly as it had at the start, 
not even a tire having been changed. 
The actual running time, deducting 
the stops made for gasoline and oil and 
the finish 14 minutes ahead of sched- 
ule at Iowa City, was exactly 22 hours 
and 45 minutes. The average speed 
during this time was 47.3 miles per 
hour. The average speed for the en- 
tire lapsed time was 44.4 miles. 

But wonderful as this achievement 
is, it is nothing more than may be ex- 
pected of any Essex, as the car which 
made this record was standard in every 
respect Also it was owned in Water- 
loo and was driven by Iowa men. 

Digitized by 




Twenty-Four Years Experience 
Teaches Value of Service 

TWENTY-FOUR years isn't a 
very long time, in the business 

There are many men in Denver who 
were at their present locations, and 
even in their present buildings, 
twenty-four years ago. To them the 
year 1895 probably seems only a little 
while back. 

But here is what I ran upon, the 
other day, in an article on automobiles 
printed in a well-known encyclopaedia 
in 1896 and written early in that year. 

"The Peugeot automobile carriages 
are among the best known in France, 
one of them having been awarded 
first prize in the competition in 1895 
arranged by James Gordon Bennett 
and Baron Zuylon de Nyevelt, being 
the first four-passenger vehicle to 
cover the 736 miles stipulated, the 
time being 543^ hours, including 
stoppages. The firm of Les Fils de 
Peugeot Feres in 1891 produced a 
four-wheeled vehicle with gasoline 
motor that worked well, and subse- 
quent vehicles have been improve- 
ments on that design. The first long 
journey with one of these vehicles 
was a trip of 1,280 miles, covered in 
the actual running time of 139 hours 
— an average of 9.2 miles an hour. 

"The Panhard and Levassar petrol- 
eum carriage made the fastest time 
at the French competition in 1895, as 
well as the best official time for an 
automobile carriage up to date. The 
run of 736 miles was covered in 48 
hours and 53 minutes, including stop- 
pages, being a speed of a little over 
15 miles per hour. The first prize 
was not won by this achievement, 
however, because this carriage seated 
but two persons, and the rules re- 
served the first prize for a four- 
passenger vehicle. 

"The building of automobile vehi- 
cles in the United States has not been 
marked by the same success that has 
crowned European efforts. There 
are several on the market but the re- 
sults of public trials have been un- 
satisfactory. At a trial in Chicago, 
Nov. 28, 1895, the best speed was 
seven miles an hour." 

November 28, 1895, to November 
8,1919. Only twenty-four years! 

So twenty-four years ago — seven 
miles an hour was a record! 

Well, twenty -four years ago I was 
in the bicycle business over on 
Eighteenth street. I worked in a base- 
ment, patching tires. The entire 
"Service department' ' was Tommy 



At The Fair 

1st In The One Mile 
1st In The Five Mile 
1st In The Ten Mile 

A Regular Stock Car Against Racers 


Augusta Automobile Co. 

- £ 

Ill Jacksoi) St. 

Phone 3648 


A reproduction of a quarter page advertisement run in the Augusta, Ga., Chronicle which telle of 
an Essex victory at the Southern exposition there in three races on a one-half mile dirt track. 

Botterill and its pay roll, as I remem- 
ber it, was $12 per week. 

My own pay roll now is $10,000 per 
month and four-fifths of it is for 

I invested $150,000 in additional 
quarters this year and four-fifths of 
the building's total floor space is for 

In my three buildings, stretched 
along 13th Avenue from Broadway to 
the alley between Lincoln and Sher- 
man, I will soon have 50,000 square 
feet of floor space — and over 35,000 
feet of that space will be for service 

My belief is that service must keep 
pace with the other advancements of 
the industry. I don't expect ever to 
see the time when I can stand still 
and let my service "take • care of 

I am trying to build my business on 
a foundation of permanency. I expect 
to be here next year and many years 
to come. 

This being true, I can afford to 
invest for the sake of service, now. 
Indeed, I can't afford to do anything 

At least, that's the way I feel about 
it. Wouldn't you? 


Essex Wins Three Victories 
Against Racing Machines 

ALTHOUGH every other car entered was 
a specially built racing machine, a stand- 
ard Essex, driven by Bill Wiles, made a clean 
sweep of the races at the Southern Exposition 
at Augusta, Ga., on Nov. 13th. In reporting 
the result of the races the Augusta Chronicle 

"Although pitted against Chalmers, Pack- 
ard, Pope-Hartford and Oakland racing cars, 
the Essex always managed to go out in front 
and, having once gained first place, there was 
nothing on the track that was able to head it. 

"The Essex took first place in the mile race 
in one minute and eighteen seconds. It also 
easily won the second event, a five mile race. 
The third race developed into a pretty fight 
between the Essex, Packard and Pope-Hart- 

"As Bill Wiles in the Essex passed the 
judges stand during the last few laps, he 
kept looking back at the Packard, all the 
time feeding the Essex just enough gas to 
stay far enough ahead not to be in serious 
danger and to come under the wire a victor 
by a safe margin." 

An Essex was also entered in the five and 
ten mile events at the Columbia, S. C,. Fair 
winning both races. 


*HE energetic man is the one who does 
not rest when he is not tired. 

T is not necessary to furnish security 
, in order to borrow trouble. 

IF you would succeed work your tongue 
little, your hands much and your 
brain most. 

TACT consists in saying the things that 
people like to hear and of listening 
to the things that people like to say. 

Digitized by 



What Its Owners Are Saying 
About The Essex 

*T*HE following excerpts from let- 
■*■ ters received from several owners 
show the esteem in which the Essex 
is held in Albany, N. Y. : 

Wm. J. La Plante: On May 30th I pur- 
chased an Essex Sedan. The car sold itself to 
me on lines and appearance. I am averaging 
twenty miles to a gallon and the riding quali- 
ties of the car are superb, due to the rigid 
construction underneath. The hill climbing 
ability is wonderful and I have never driven a 
car that made me feel as safe as the Essex 

Wm. C. Her rick: To date I have driven 
an Essex 3,500 miles and have never yet 
found it wanting. It has been fast, comfort- 
able and as a hill climber, a source of wonder. 
I have had a large experience with several 
makes of so-called light cars and the Essex is 
the only one that I know anything about in 
which one can ride at forty miles an hour as 
comfortably and quietly as at twenty and 
from which you can get out of at the end of a 
two hundred mile trip without that cramped 
and shaken feeling, associated with the aver- 
age light car. 

Eugene Hardin : In the past four and one- 
half months I have driven my Essex nine 
thousand miles over every kind of road, good 
and bad, to be found in New York, Massachu- 
setts, Connecticut and Vermont, and it 
has never failed to get me there and get me 
back without distress of any kind. I have 
driven the motor over 7,000 miles without 
ever having the carbon cleaned out, and at the 
present time no engine could run smoother 
or more flexibly. 

Ernest C. Borst: In the past four 
months, I have driven an Essex touring car 
10,385 miles in livery work and have averaged 
18 miles to the gallon of gasoline and about 800 
miles to the gallon of oil. I still have on two 
of the original tires and they look good for a 
couple of thousand miles yet. The ease with 
which the Essex will climb the hills and the 
flexibility of the motor at any range of speed, 
makes it a pleasure to drive in the city traffic 
or on the roughest country roads. 

Two Essex Pull Street Car Out 
of a Snow Drift 

Up at Fargo, N. D., where winter is winter 
and begins early, a November snowstorm 
piled the snow up to a height of from two to 
three feet on the level and from seven to eight 
feet in the drifts. All street cars and even the 
taxicabs stopped running. 

Three Essex, however, were kept running 
during the blizzard, two of them under the 
direction of Walter Harrison, Essex represen- 
tative, pulling a street car out of a drift. The 
car was stalled when the Essex were tied to its 
front end. 

The power of the Essex, combined with the 
push of the street car's own electric motors, 
easily conquered the snow drift. 

MR. BERT LATHAM, of Latham, Davis and Co., Stutz distributors of San 
Francisco, has just purchased an Essex Sedan for his wife. Mrs. Latham has 
desired an enclosed car for some time, but as Stutz cars are manufactured in the 
open types only, it was necessary for Mr. Latham to obtain a car other than the one 
he was handling. As he is familiar with the different types of cars, his selection is a 
tribute to Essex quality, luxury and performance. 


Another Hudson victory as chronicled in a full page advertisement in 
the Jackson, Miss., Daily News. 

Digitized by 



Wins an Order While Rivals are 
Trying to Keep Warm 

npHE following is an address delivered by 
-■■ Hal Brace, of the Hudson-Brace Motor 
Car Co., Kansas City, Mo., to dealers in the 
Kansas City territory. 

"During the present state of bad roads in almost 
every section of our territory, most of us are apt to 
retire to winter quarters or to a place where no profits 
to dealers exist. 

"Which reminds us of an incident in our retail 
Department several years ago, when retail motor-car 
sales were harder to make than at present. The 
weather was very bad — in fact, about the time when 
we were going to make the final demonstration to a 
real live prospect (and, incidentally, "get the check , '), 
a blizzard struck our fair city. This gave us the alibi 
we were looking for, so we all established head- 
quarters around the radiator until the storm subsided, 
which was two days later. We then called on this 
prospect, and instead of getting the order, we got 
some very costly experience, — he had bought a car 
from the other fellow, the "live" salesman, — the one 
who, undaunted by the weather conditions, made 
his regular, persistent call on this prospect, his chief 
argument being that a stormy day was the ideal 
time and furnished the proper conditions under which 
to try out a motor-car. 

"On this day the salesman was not bothered by 
competitors, he had the field to himself, he was the 
only live one on the job, and he impressed upon the 
prospect the fact that his car would run in any kind 
of weather and under the worst conditions, that it 
was a "twelve month car" and not a "fair weather" 
car. He actually convinced this prospect that during 
a blizzard was the only real time to demonstrate, of 
course pointing out the fact that if this car performed 
perfectly on that day, the prospect could be assured 
of complete satisfaction during any other part of the 
year. He might have intimated that other cars would 
not perform well when the ground was covered with 
snow, and if he did, we confirmed it by not showing 

Live Wire Gets Order 

"The short of this story is, that the "live wire" 
got the order to which he was so justly entitled, and 
we got the experience, which is being passed on to 
you free-of-charge. You do not have to wait until 
this winter to get it by actually losing a sale — you 
have it now — we have paved the way for you. In 
this particular instance the customer, who was buying 
his first car, has since purchased two more, — one of 
the closed type. The latter are both of the same make 
as his first car, and he has in addition, of course, 
wielded a certain influence over his friends, so it is 
hard to determine our actual loss on account of not 
getting his first order. 

"The big point is, and in our opinion the present 
message to Hudson and Essex dealers everywhere is, 
that you cannot afford to quit working on a single 
one of your prospects. It is like starting something 
and not finishing it. You have gotten a certain 
number of good prospects up to the buying point, 
and to disregard them now would mean your throw- 
ing away a lot of good hard work and, incidentally, 
some orders. 

"One thing is certain — the prospect is no liver than 
the dealer or dealers who are trying to sell him. He 
is anxious to call it all off until Spring, if you will let 
him. Your competitors may be willing to, but YOU 
should give him the same attention as heretofore, and 
any sales closed now means just that many more out 
of the way, which gets the deck cleared for action in 
the Spring. This means more cars on your 1920 
contract, and also net profits to you at the end of 
the season. 

"Expose Yourself to Orders" 

"The shutter and motometer regulated from the 
dash gives you an excellent lead at this time. It is a 
very convincing winter argument. Many prospects 
would buy cars now if they had any idea they could 
get summer efficiency out of a motor in the winter. 
You also have another good closer: Last winter, 
prospects who waited until Spring to buy, kept on 
waiting through the summer and were forced to 
postpone their vacation trips. We know of several 
Hudson orders placed in the Spring of 1919, which 
are unfilled yet, so you have concrete evidence to 
present to your prospect in support of your recom- 
mendation to him that he buy now. 

"There are a lot of other arguments you can offer. 
Get out, go to work, get tuned up to this line of selling, 
and in your enthusiasm — possibly on account of 
securing an order from the prospect who told your 
competitor that no dealer could sell him now — you 
will think of some more. Maybe the prospect himself 
will give you some: so in closing we want to give you a 
phrase recently published in The Hudson Triangle, 
"Expose Yourself to Orders." 

Lauds "Lost Car Bulletin" 

"We are very glad to write you this letter 
in as much as we have just recovered a stolen 
Hudson car and have the thieves in jail as a 
result of your publication, 'The Lost Car 
Bulletin/ " writes Charles W. Mack, of Reno, 
Nev. "Hudson car 0-7117 was recovered a 
few days ago in Isabell, Okla. I can assure 
you this stolen car service is very valuable and 
should never be discontinued. " 



For the first time in 4hepr*sonce of witnesses a <jat Jws 
climbed this famous hill in high gear. 

Whjlft higher priced cars with six, <?ight and twelve cylin- 
ders have attempted to pull this hill in high gear it remained an 
unaccomplished feat until conquered by an ESSEX. 

Not only did the ESSEX climb this hill in high gear and go 

over the top at twenty miles an hour but in order to demonstrate 

ntore fully the wonderful acce eration and hill climbing ability 

of the ESSEX the car was stopped at the center of the Howard's 
Creek bridge and starting from this point it again easily pulled 
this hill in high. 

The car used was an ESSEX standard stock touring car 
with top and windshield up. The car had been driven 9000 
miles the same tires being used. 


PHONE 324 


2^ Lexinfton Avemfe 

A quarter page advertisement run in the Winchester Sun, Winchester, Kentucky, 
telling of a recent feat performed by the Essex. 

Here's an Essex Family, One 
Man Buys Three Cars 

On August 15th, Mr. Amos Shank, a con- 
tractor with the State Highway Department 
building roads between Lancaster and York 
County in Pennsylvania, bought an Essex 
Sedan of the Hudson Garage, York, Pa. 

Mr. Shank became so enthusiatic over this 
car that when his son needed a car about 
Sept. 1, he recommended the Essex, and his 
son bought an Essex Phaeton. 

Then the women members of his family 
who had been driving the Sedan became so 
attached to it that they demanded an Essex 
for their own exclusive use and Mr. Shank 
gave them the Sedan and on Dec. 1st pur- 
chased a Roadster for himself. 

"Whenever you have anyone who does not 
know what the Essex is and you can't make 
them realize its wonderful value, send them 
to me," Mr. Shank told E. B. Miller, of the 
Hudson Garage. 

Essex is the "Dingbustedest" 
Car He Ever Saw 

During a recent trip from Reno, Nev., to 
San Francisco in his Essex, W. H. Robrecht 
reported that workmen putting in water- 
breaks near the summit of the mountain had 
torn up about fifty feet of road on one of the 
narrowest and steepest pitches. 

The foreman advised him to turn back, say- 
ing that there was not one chance in a hundred 
that a car could get through that day and that 
to make the attempt was to take the chance 
of skidding over the grade into the canyon. 

"Using low gear, the Essex ploughed its way 
through with such speed that the astonished 
foreman declared it was the 'dingbustedest 
machine* he had 'ever set eyes on.' He also 
exhibited much curiosity as to how, having so 
much power, it could be prevented from tear- 
ing itself to pieces. ' ' 

Digitized by 






Essex Sets World's Long Distance 

Endurance Mark 

3037 Miles in 50 Hours, Averaging 60.7 

Miles An Hour 

5870 Miles in 94 Hours, 22 Minutes 
Driving Time 

AN ESSEX stock chassis, under A. A. A. 
observation, set a new world's mark for 
long distance endurance on the Cincinnati 
Speedway, December 12th. 

It was the first time a car had ever been 
driven under official observation at top speed 
for 50 hours. 

Put on the speedway to prove its reliability 
in a 50 hour test, the Essex, at the end of 27 
hours, 58 minutes, and in the 1790th mile, 
because of rain and sleet was forced to stop. A 
second start was made three days later but 
snow again ended the trial. This time the 
run lasted 16 hours and 25 minutes and 
covered 1042 miles. The next day the weather 
cleared, another start was made and a 50 
hour period was completed. 

Thus the proof of Essex endurance is even 
greater than that expressed in the 50 hour 
run. The average car is driven little more 
than 5,000 miles in the entire season. But 
this stock Essex chassis went more than a 
mile a minute for 5,870 miles. 

Almost as astounding as its endurance was 
its tire experience. The front wheel tires 
went through all three trials without change. 
Three rear tires were replaced because of dam- 
age done by splinters from the board surfaced 
track. — The tires used in this endurance run 
were Goodyear cords. 

The car was driven by Dave Lewis and 
Tommy Milton, the noted racing drivers, and 
De Lloyd Thompson, one of the most famous 
"stunt" aviators in the country. The drivers 
worked in six hour shifts, making two stops 
during this period to fill with oil and 

The A. A. A. representatives at the trials 
were Fred J. Wagner, the widely known 
official starter of practically all American 
Speedway events, assisted by F. E. Edwards, 
technical representative of the A. A. A. contest 
board, J. E. Schipper, of Detroit, assist- 
ant technical representative, and R. A. 
Leavell, in charge of the electrical timing 

Digitized by LiOOQ IC 



3037 MILES 


LUUL A World's Greate 



A Suggestion for a Painted Canvas Sign 

And What This Essex Did Any One of the 20,000 

Now in Service Also Will Do 

Scenes at the Cincinnati Speedway when an Essex stock chassis set a new World's Long Distance 
Endurance Mark by covering 5870 miles in 94 hours, 22 minutes. 

Digitized by LiOOQ IC 




durance Mark 



y Across the Front of Your Salesroom 

; How to Stage This Essex Achievement So You May 
Capitalize It to the Fullest Extent 

TO have accomplished even such 
a notable feat as that of the 
Essex at Cincinnati is not 

The big thing now is to capitalize it, 
to get it across to the public, to make 
everyone realize what a wonderful 
thing the Essex has done. 

What this achievement will mean 
to you depends almost entirely upon 
how you stage it — how you drive 
home to the public what such endur- 
ance means. 

When we stage anything we sur- 
round the skeleton of bare fact with 
elements that dignify it, aggrandize it, 
idealize it, make it impressive, attrac- 
tive, beautiful and to be desired. 

Ideas, salient selling points and 
achievements — all to be staged before 

9-year Old Hudson Sets New 
Endurance Record 

JiHIS is a nine year old Hudson owned 
by the Crandall Motor Car company, 
Oak Park, Illinois. Just recently it was 
driven 360 miles to Deer Lodge, on Long 
Lake* Wis. On part of the journey A. C. 
Banthin, the driver, had to blaze a trail 
for the car through an almost impen- 
etrable wilderness. It was the first car 
ever to reach Deer Lodge and completed 
the trip without a single adjustment. 

the public can be made to realize their 
importance and value. 

Many distributors and dealers 
already have a great sign similar to 
that shown at the top of this page 
painted on canvas and strung clear 
across the front of their salesrooms. 

Others have sent out reproductions 
of telegrams announcing the achieve- 
ment to prospects and to be used as 
window displays. 

All of these things help to attract 
attention, impress upon everyone the 
importance of this achievement, and 
in this way to sell cars. 

A forceful advertisement which 
should be used everywhere was sent 
out early in the week. 

Circular letters also are being for- 
warded which should be distributed 
as widely as possible. 

Don't Overlook Chance 
to Capitalize Feat 

Publicity stories and photographs 
will follow shortly. Where photo- 
graphs cannot be used, electroplates 
or mats will be supplied. 

Every one of your newspapers will 
be only too glad to print this publicity 
if it is properly called to the attention 
of the editor, for this Essex achieve- 
ment is NEWS. 

In brief, this thing that the Essex 
has done is so big, it means so much 
not only to you but to every automo- 
bile owner, that not one single oppor- 
tunity should be overlooked in immed- 
iately capitalizing its sales possibilities. 

In doing so you will profit more than 
anyone else, for no more convincing 
evidence could be found of the inher- 
ent endurance, reliability and fineness 
of the Essex. 

It is the tangible proof of what 
20,000 Essex owners have been saying 

for months and is sales material which 
no prospect can ignore. 

So why not see that every owner, 
every prospect, in fact, that every 
person you can reach by words, signs 
or letters, knows the full details at 

Essex Shutters Help Owner to 
Resell $5,000 Car 

"I have a very high opinion of the Essex," 
writes W. C. Steenburg, of South Bend, Ind. 
"At their best the roads between Nashville 
and Memphis are very poor, but I was 
unfortunate enough to attempt these roads 
after unusually heavy rains. Water in the 
roads was sometimes three and four feet deep. 

"I was two days in running this 260 miles. 
I met a couple from Chicago in a******(car 
costing more than $5,000) who were five days 
in making this trip. The ****** distributor 
and carburetor are mounted high on the 
motor, but by closing my radiator shutters. I 
was able not only to run through but to pull 
the ****** when the deep water would kill his 

"The first day out of South Bend, through 
driving rain but over good roads, I was able 
to run 290 miles between daylight and dark 
(South Bend to Louisville, Ky.) 

Still is Pleasure to Drive His 
1915 Hudson 

"Just four years ago today, I purchased, 
through the N. Y. Sales Company of Bing- 
ham ton, N. Y., (my home) a Model 6-54," 
writes C. A. Willy. "In the four years have 
driven all kinds of roads, and under all kinds 
of conditions — rain, snow, mud hills, etc. No 
tool of any kind has been used on the starting 
or lighting system; have the original battery 
and it has never been charged, as the genera- 
tor has never failed, and it has been used over 
5,000 times. The two front tires now on the 
car were put on in August, 1917. Pne rear 
tire has been on 18 months, the other 12. It 
certainly is a pleasure to drive the old 'bus.' " 

The answer is right construction in the 
first place and lubrication. 

BB 83 83 

who try and fail are infinitely 
better than those who try te do noth- 
ig"and succeed. ■./•* 

Digitized by 



Why Not Let Uncle Sam Keep 
Your Mailing List "Alive"? 

^T^HE most energetic salesman can only 
A see one prospect at a time. Sales letters 
sent out at trifling cost will reach untold 

In the past the salesman did his own 
educational or "missionary" work at a "man 
cost." The sales letter does it at postal rates 
in present day intensive selling. 

In addition the sales letter permits the 
salesman's efforts to be used almost exclus- 
ively in closing. Frequently it makes the com- 
plete sale unaided. 

But the most general application is in 
increasing the productiveness of salesmen and 
of newspaper and national advertising by 
diminishing the number of possible sales that 
otherwise would be lost. 

To achieve results with sales letters the 
first essential is a live mailing list. "A man's 
mail will reach him anywhere," someone has 
said, but that statement is not true. Uncle 
Sam burns thousands of dollars worth of mail 
every year. 

The only way to keep a mailing list alive is 
by constant revision. Any postmaster will 
help in this task. Just send your postmaster 
your list with a letter like this: 

"Will you grant us a favor — one that will result 
in mutual benefit? It is our aim to keep our mail- 
ing list as nearly 100 per cent, correct as possible, 
which means less undeliverable and unclaimed 
mail for you and less waste postage, corres- 
pondence and printed matter for us. 

"We have carefully prepared the enclosed list— 
will you kindly look it over, making any cor- 
rections that suggest themselves to you, such as 
crossing off the names of those who no longer 
receive their mail from your office, and so on? 
(For authority for complying with our request, 
please see Section 547, page 270, Postal Laws 
and Regulations.) 

"In a few instances where the postoffice clerks 
have been very busy, rather than wait until they 
had the time to correct our list, we have proffered 
to pay them thirty cents an hour overtime, as we 
contemplate a large number of mailings in the 
near future and would like to have our list cor- 
rected before they are made. Therefore, if abso- 
lutely necessary you may work on this basis and 
render a bill with the completed list." 

Lists of names which are purchased from 
any source are all right if they are carefully 
verified either by reference to the city or 
telephone directories or the postmaster. But 
in most cases it will pay to check them care- 

A Good Memory is Invaluable 
Asset to the Salesman 

Other things being equal, the salesman who 
systematically develops his memory will make 
far more money than the one who does not. 

Hudson Helps to Keep Wheels of Industry 
Turning During Coal Strike 

\X7HEN most Detroit plants were temporarily forced to shut down by the recent 
YY coal shortage, this Hudson Super-Six kept the wheels of one entire depart- 
ment at the Timken Axle plant turning and prevented scores of men from being 
thrown out of work. 

A good memory is one of the biggest assets 
a salesman can have. Don't think it has to be 
a natural gift. You can train your memory 
just as you can train your voice. It is a matter 
of making up your mind to do it. 

A salesman should have a good memory for 
names. The most successful salesmen usually 
remember names by using the association of 
ideas principle. When they are introduced to 
Mr. Burns, for instance, they do not say 
"Glad to know you," and let it go at that. 

They stop a moment and repeat the name 
"Burns,' 1 making a mental note at the same 
time of a house on fire. This impresses the 
name on their minds by painting a mental 
image which serves to recall the name. 

Essex Makes Fast Time Over 
Snow Covered Roads 

"My Essex Roadster has just completed a 
trip of 25 8-10 miles in thirty-one minutes, 
making a perfect score," writes Oscar Suem- 
nicht, of Cascade, Wis. "This was a cross 
country drive over snow and ice covered 
roads, through the lake and hilly region of 
Southeastern Wisconsin. 

"A trip of this kind with any car made at 
this time of the year with the roads and hills 
in the condition they are now, is considered 
truly remarkable by everyone who is familiar 
with this section of the state." 

Japanese Army Aviators Ride in Hudsons 

AS the result of a strenuous series of tests the Aviation Section of the Japanese 
Army has just purchased six Hudson Super-Sixes. The Hudson was selected 
because of its endurance, dependability and power. 




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$2,000,000 For Advertising 
Hudson and Essex 

The 1920 Campaign and How it Will Reach Every Prospect. 
What You Must Do to Make it 100 o Efficient. 

THE January 3rd issue of the Saturday Even- 
ing Post, carrying a double page spread of 
advertising for Hudson and Essex, marks the 
beginning of the largest advertising campaign ever 
planned by this company. 

This advertisement is the first of 52 double 
pages in the Saturday Evening Post. Each issue 
of the Post reaches over 2,000,000 people and each 
spread costs $12,000— a total of over $600,000 for 
this publication alone. 

Supplementing this are the following: 

Literary Digest with 1,000,000 circulation. 

Cosmopolitan with 1,000,000 circulation. 

American with 1,000,000 circulation. 

National Geographic with 740,000 circulation 
and such publications as Youth's Companion, 
Country Life, Motor Life, Vanity Fair, Vogue, 
Theatre, Town & Country; and every authorita- 
tive automobile trade paper is on the large list. 

Forty -five farm papers, three with nation-wide 
circulation and the others reaching the most 
influential farmers in their respective states 
make up the largest farm paper campaign we 

have ever planned. And to all of the above 
publications (which have a total circulation for 
an advertisement in a single issue of over 11,000,- 
000 subscribers), we add a newspaper campaign 
of greater magnitude than has probably ever been 
used in the automobile industry. 

This newspaper program takes into consid- 
eration over 1,000 newspapers, and instead of 
sending out copy to be run as desired, as has been 
customary in the past, this year every dealer will 
be urged to carry out a regular, weekly consistent 
program of advertising. 

The papers that will be used, the size of the 
space, the frequency of insertions, all this in- 
formation has been sent the distributor and it 
will be brought to each dealer's attention within 
the next week or so. If every dealer will do his 
part in this $750,000 newspaper campaign, Hud- 
son and Essex cars will not only be the most talked 
of automobiles in 1920, but they will be the most 
easily sold cars. 

Each week that a Hudson or Essex advertise- 
ment runs in the schedule of national magazines, 
farm papers and newspapers will represent a total 
circulation of over 20,000,000. 

We want to start 1920 with your co-operation. 

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Just a Few of the New Hudson and Essex Homes 
Which Have Been Built During the Past Year 

- , ,, . A „_ . .. ._ of the millions invested on the solid 

Its holders are partners in the larg- f act0 ry has grown from a little, two- foundation of confidence that Hudson 

est factory in the world a«voted story structure, to a plant containing and Essex achievements of the future 

exclusively to the building of fine cars. mQre than 1500>000 8quare feet of will dim even the wonderful record of 

In a little more than ten years this manufacturing space. the past. 

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Farmers Now Are Buying More 
Cars Than Ever Before 

^DECENTLY compiled statistics 
-*^- show that the fanners of the 
nation, more prosperous than they 
ever have been before, receive 56 per 
cent of their income in the months 
of September, October, November and 

From Iowa comes the report that 
the farmers there have bought very 
few farm implements this year, as im- 
plements have advanced at least 100 
per cent in price. Instead they are 
repairing and using their old machines. 

Their increased income which nor- 
mally would go for implements, now 
is being spent for automobiles. There- 
fore this is the time to watch your 
farmer prospects. The money they 
received for last season's crops is now 
in hand and much of it will be invested 
in new cars and better — like the Hud- 
son and Essex. 

To delay seeing your farmer pros- 
pects until spring is to invite failure 
for then all of your competitors will 
be on the job also, while now you have 
the field to yourself. Another thing 
to remember also is that the farmer 
has more time to listen to you now 
than he will have this spring when his 
attention will be centered on crops. 

$40,000 Building in Raleigh 

The Horton Motor Co., Raleigh, N. C, 
have just begun work on a new $40,000 home 
for the Hudson and Essex in that city. The 
plans call for a two story and basement, con- 
crete and steel structure. 

160,000 Miles as Stage Coach Proves 
What Hudson Endurance Means 


EST we forget what Hudson endurance and reliability mean, 
look over this record made by a Super-Six which was 
purchased by James Adrian in San Diego, Calif., in 1916. 

This car was used in the stage business, between El Centro 
and San Diego, a distance of 12$ miles. It made this trip carry- 
ing eight passengers and 300 pounds of baggage every day and 
quite often made the round trip in the same day. 

"I drove this car 60,000 miles before taking up the bearings 
or grinding the valves," writes Mr* Adrian. At 120,000 miles 
I put in new wrist pins, oversize pistons and a new high gear but 
the rear end was never touched. 

"After having driven this car 160,000 miles over mountain 
roads, it was sold to Mr. G. Durrette, of Sealey, Calif M for 
$1,000 and is giving good service today. 

"I have driven several other makes of cars but have never had 
the service that I received from my Hudson." 

New Owner Will Turn Up More "Live" 

Prospects During First Two Weeks 

Than at Any Other Time — Watch Him ! 

"DEGARD every man who buys a 
-*^- car from you as a prospect for 
another car; make every owner a 
booster and every car you sell a dem- 

That is the sales slogan of H. S. 
Hilton who has just been appointed 
retail sales manager of the Bemb- 
Robinson Co., Detroit. 

"Just to test the efficiency of the 
owner as a salesman," said Mr. Hilton, 
"I have traced back every sale I made 
for a year. In one case I found that 
the influence of one man alone had 
made exactly 35 sales for me in twelve 

* 'Just think of that — one sale grow- 
ing into thirty-five in a year. That 
man, just because he was pleased and 
satisfied, brought in more business 
than the average, small dealer. And 
he did it without pne cent of compen- 

"This goes to show what a potent 
influence the owner wields and how 
carefully he should be taken care of. 
I always make it a point to see every 
new owner within two weeks after his 
car is delivered, for that is his most 
productive period as a salesman — the 
time when he will turn up most live 

"The reason is that during these two 
weeks he is a more active partisan 
than at any other time. His interest 
in the car is keener because it is new — 
the novelty has not worn off. There- 
fore he talks about it more during this 
time than he is apt to later on, no 
matter how enthusiastic he may be. 

"So these first two weeks are the 
time to obtain from him the names of 
his friends who may be prospects. 
Watch the new owner closely during 
this period and you will be amazed by 
the number of sales which he will turn 

Essex Pulls Through Safely 
Where 100 Others Fail 

Joseph S. Orchard, of Nashville, Tenn., 
who has just completed a trip from Nash- 
ville to Tampa, Fla., in his Essex, writes that 
he drove seventy miles through the sand 
between Waycross, Ga., and Jacksonville 
at the rate of five miles per hour. 

This road he says is almost impassable 
and at one place he met a native with a 
truck who had pulled more than one hundred 
cars out of one particularly bad spot in less 
than three weeks. He was standing at at- 
tention when the Essex came up, expecting 
another haul. 

Mr. Orchard denied him this pleasure, 
however, as the little Essex pulled through 
on its own power where more than 100 other 
cars had failed during the past three weeks. 

"1916 Hudson is Some Car" 

"I have just purchased one of your cars and 
although it is a second hand one, I made the 
trip from Boston to Arizona with no trouble 
and covered the middle western states from 
Buffalo on in mud and rain," writes J. M. 
Sargent, of Tucson, Ariz. "I wish to state 
that you have some engine in your Model H 
Super-Six, even if it is a 1916 model/* 

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, ,W I) , Mt-1 

m ■ r *S^ 

- ■ J'.-iweig ' 






Letters and Phone Quickly Bring 
In Scores of Prospects 

Why Not Hire Uncle Sam to Sell Cars for You? 

MERCHANDIZING means educating," said 
Marshall Field. 

"It means the spreading of information regard- 
ing the special advantages of what we have to 
offer,' ' says a Hudson and Essex distributor. 

"Obviously this is easier in a small village where 
everyone knows everyone else, than it is in a large 
city, because the difficulty of communicating 
information by word of mouth increases in direct 
ratio to the density of population. 

"Advertising backed up by circular letters, 
however, overcomes this handicap by enabling us 
to reach the greatest number of persons in the 
shortest possible time with our sales message. 

"A salesman can only see so many persons in a 
given time, but there is no limit to the number of 
circular letters that can be sent out at small cost 
per unit. 

"By establishing personal contact, these letters 
back up our advertising, help influence favorable 
action by continual reiteration, and smooth the 
path of the salesman by educating the prospect 
on the special advantages we have to offer him. 

"Since the first of September, for instance, we 
have maintained a mailing list of 10,000 names, 
consisting of owners from the Ford class up. 

"Every two weeks we mail to this list a letter, 
using the ones sent out by the factory with only a 
few modifications to meet local conditions. 

"Since October, we have been achieving excel- 
lent results. In fact, there is hardly a fair day 
goes by but that three or four people come into 
the store and mention that they have been receiv- 
ing letters from us about the car and are interested 
in looking it over. 

"If we can get people into the store and show 
them the car, we believe we have accomplished 
the longest step toward a sale, for if they will 
come into the store, we can make them ride and 

once they have had a ride, we can take their 

"This method of securing business has proved 
so successful that we have convinced our dealers 
that it would benefit their sales and we have now 
taken over their mailing lists which total approxi- 
mately 30,000 names. Each letter is sent out 
under the dealer's own letterhead, the dealer 
paying only the actual cost. 

"In preparing the letters the firm name is 
omitted from the face of the envelope, only the 
street address being given on the back, so that if 
it does not reach the state address it may be 
returned and our list corrected." 

foal %Es"frZiPr::-. -..-' — 
l«3 [ ^^^^ 


Another advantage of the letters, according to 
this distributor, is that they give his salesmen 
an opening to approach any of the people on the 
list, as the salesman can say: 

"We have been writing to you about the Essex 
and now we are anxious to show it to you and to 
prove conclusively that it is exactly what we claim 
it to be." 

In other words, it gives the salesman something 
on which to concentrate. In addition, this dis- 
tributor keeps one man busy calling up people on 
the list by telephone. The conversation is some- 
thing like this : 

"We have written you about the Essex and 
now we are anxious to give you a demonstration 
so that you may know the car is all that we say 
it is. When can you make arrangements to have a 

So far the telephone salesman has called up 300 
people. From this number he has obtained six 
good prospects and twenty -five who state they are 
going to be interested in the Spring. 

This man will be kept at his task all winter as 
the results so far obtained have demonstrated the 
value of this plan. 

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Hudson and Essex Home in Dutch West Indies is One of the 
World's Most Beautiful Automobile Palaces 

THIS is the headquarters of 
Fuchs and Rens, Hudson 
and Essex representatives at 
Batavia, Java, Dutch West 

It is in the Dutch Renaissance 
type of architecture. The exter- 
ior walls are of white stucco. The 
roof is covered with red Dutch 
tile. The front windows of the 
sales room are the two largest 
single sheets of glass ever made 
in Holland. 

The interior is paneled with 

hand-carved teak. It took 
Chinese master craftsmen eight 

Likes His First Essex So Well 
He Buys Second — a Sedan 

C. O. Brooks, one of the most prominent 
fruit growers in the San Jose Valley, San 
Jose, Calif., has just purchased his second 
Essex from the Normandin-Campen Co. 
During the past fifteen years, Mr. Brooks 
has owned fifteen different makes of cars. 
His first Essex was purchased in April. After 
driving it more than 9,000 miles, he was so 
pleased with its performance that he has or- 
dered a Sedan which will replace a car costing 
twice as much as*the Essex. 

The New York 


Chicago Shows 

LJUDSON cars will be exhibited at 
the Grand Central Palace during 
the New York Automobile show — 
January 3-10, but the Essex will only 
be shown at the Salesrooms of the 
Hudson Motor Car Co. of New York, 
Inc., 1842 Broadway. The Company 
Offices this year will be in the Hotel 

AT the Chicago show, January 24- 
31, the Essex will only be shown 
at the Salesrooms of the Hudson Motor 
Car Co. of Illinois, 1615 S. Michigan 
Ave. The Hudson will be shown as 
usual at the Coliseum, and Company 
Headquarters will be at the Hotel 

months to complete the carving 
which was done in the building. 
At the same time they fashioned 
the furniture, also of hand carved 
teak, to harmonize with ^ the 
remainder of the interior. 

The floor is of blue delft, 
imported tile. The pure white of 
the ceilings, the rich dark tone 
of the side walls contrasting with 
the deep blue of the floors, make 
this one of the most unique and 
distinctive automobile palaces to 
be found anywhere in the world. 

Essex Owner Used Too Much 
Oil, Writes Dealer 

"In a recent issue of THE TRIANGLE 
there was a story about a tourist who drove 
2,117 miles in his Essex and put only seven 
quarts of cylinder oil in it and considered 
that a wonderful performance," writes H. 
Sornberger, of Ottawa, Kansas. 

"One owner of an Essex here drove his 
car 703 miles without adding any oil to 
what we had in it when it was delivered to 

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Time Is Salesman's Greatest 
Asset— Don't Waste It 

SALESMEN, more than any other 
class of workers, are dependent on 
TIME. You can only interview so 
many prospects a day, and sales fol- 
low interviews. You cannot afford 
to waste time. 

Week end vacations are all very 
well for retired business men, but you 
can't indulge in this extravagance 
and stay in the business race. To a 
man who proposes to achieve success 
in the world nothing is more important 
than the saving of time. Time is the 
master thief — what it takes from us 
can never be replaced. 

The great men of the world have 
never wasted time. Frederick the 
Great rose at 4 :30 every morning and 
attended to his correspondence be- 
fore breakfast. Napoleon Bonaparte 
averaged only four hours sleep. Ben- 
jamin Franklin could not afford to 
waste a minute. When he took a 
bath he placed a rack over the tub so 
that he could read a book at the same 
time. Edison works eighteen hours a 
day. The men who win are the men 
who make every day stand on its own 
feet. They are Six Day Men. Are 

Many salesmen object to seeing 
prospects on Monday morning. They 
say that prospects are too busy with 
mail that has accumulated over Sun- 
day. These salesmen do not realize 
it but this "can't work Monday morn- 
ing' ' idea takes exactly 34 days — over 
one whole month — out of their work- 
ing year ! Ten per cent, out of their 

His Secret of Selling 43 Cars in Texas 
Town of 700 in One Year is— WORK 


^CORDING to Webster's dictionary, "Goodnight" is sug- 
gestive of "Sleep." 

But the United States Postal Guide says that "Good- 
night" is a town in Texas — population, 700. 

Anyhow, Paul Num, the Hudson and Essex dealer at Good- 
night, has sold 8 Hudsons, 35 Essex and has taken orders for 7 
more Essex during the past year. 

His success he sums up in one word, "Work." 

Just another proof that a small territory intensively culti- 
vated is more profitable than a large territory allowed to go to 

And also that energy is a greater factor in sales success than 
any superficial talent. 

Manufacturing Employees are Largest 

Group of Essex Owners in One City 

(~)UR Essex sales during the past 
year have been to every class of 
people — proof of the car's universal 
appeal," writes the Erwin M. Jen- 
nings Co., Inc., of Bridgeport, Conn. 

"It is interesting to note, however," 
the letter adds, "that the largest num- 
ber of sales to any one group have 
been the manufacturing employees. 
By this classification, we mean people 

Endurance Feat Helps Sell Four Roadsters 

A N indication of the commercial pos- 
** sibilities of the Essex Roadster may 
be seen in the sale of four of these models 
to the Hughes-Curry Packing Co., of 
Anderson, Ind. These Essex were sold 
in competition with three other makes 
ranging from $300 to $500 less in price. 

"The deal was in the making just at 
the time the Essex made its remarkable 

showing at Cincinnati," writes the R. V. 
Law Motor Co., of Indianapolis, "and 
the wonderful endurance mark was a 
great factor in helping to close this busi- 
ness — along with the energy of our 
Anderson dealer, Tracy Prophet." 

These four roadsters are to be used by 
the buyers of the packing concern, who 
cover the country purchasing selected 
stock only direct from the farmers. 

who are working for manufacturing 
concerns at day wages. 

"These buyers form a very inter- 
esting and profitable group, as they 
are not only numerous, but in most 
cases they buy the Essex as their first 
car and have no old car to trade in. 
Their buying power, comes from the 
greatly increased wages that are being 

"A further analysis of our sales 
shows that the greatest percentage of 
our Essex owners are persons who 
formerly owned much heavier cars. 
This would seem to indicate that it 
is easier to convince the prospect 
who owns a heavier car of the Essex 
advantages, than it is to prove the 
same thing to the man who owns the 
conventional type of light car. 

"In other words, the wonderful per- 
formance of the Essex is more im- 
mediately convincing to the heavy 
car man because he can compare it 
with his more costly automobile, while 
the light car man has no such basis of 
comparison.' ' 

Purchase of an Essex Proves 
Wife's Judgment Best 

"Let your wife choose the car you pur- 
chase," is the advice of J. H. Lindsay, of 
Sacramento, Calif., who with Mrs. Lindsay, 
recently returned from a 3,000 mile journey in 
their Essex Sedan. 

"I have bought eleven cars myself, but 
have never been completely satisfied," said 
Mr. Lindsay. "This time I let my wife do the 
picking and she chose the Essex Sedan." 

"Her selection certainly vindicated the 
good judgment of womankind, for the car 
never gave an instant's trouble. We stayed 
in hotels only two nights on the trip, the 
remainder of the time sleeping in our car." 

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Essex Again Proves Its Endurance 
in 1013-Mile Maine Road Run 

From Boston to the Canada Line and Back 
in 32 Hours Actual Running Time 

FROM Boston to Fort Kent, Me., on 
the Canadian border, and back again, 
a distance of 1013 miles, in 32 hours 
actual running time. 

That is the record made during zero 
weather and over ice-covered roads by a 
standard Essex touring car. 

The total lapsed time, as recorded 
by observers from Boston, Bangor and 
Houlton, was 36 hours and 23 minutes. 

Temperatures ranging from 15 degrees 
above to 20 degrees below zero, and roads 
deeply rutted, snow and ice-covered, made 
the run the most severe test of endur- 
ance, to both the car and its occupants, 
ever undertaken in New England. 

Storm lashed and pelted with gale 
driven torrents of snow during part of the 
journey, the fact that one driver froze his 
entire hand and another three fingers gives 
only a faint idea of the weather handicap 
against which the car contended. 

It was crisp and cold when the Essex, a 
standard car taken from the salesroom 
floor of the Henley-Kimball Company, 
departed from Boston at eight o'clock at 
night. It was driven to Portsmouth, 
through Stoneham and Haverill. Be- 

yond Portsmouth there was ice and snow 
all the way. 

There was only one stop to Bangor, in 
spite of the heavy going due to frozen 
ruts six to eight inches deep. At Portland 
four heavy chains were put on and from 
Bangor on the roads grew worse and the 
cold more intense. 

The hardest stretch of the journey was 
through the Maine woods with the ther- 
mometer at 20 below, to Fort Kent. 
Leaving Fort Kent at 3:15 in the after- 
noon, the Essex was driven through 
crusted drifts of snow to Houlton, thence 
to Mattawamkeag and on to Bangor. 

Only one stop, to change a tire, was 
made before reaching Portland. At Port- 
land, the four chains were removed, 
although it turned out that there was a 
light snow all the way to Boston. 

At 8:23 the second morning following 
its departure and just thirty-six hours and 
twenty-three minutes after the start, the 
Essex arrived back in Boston, after hav- 
ing triumphed in the hardest road endur- 
ance test to which a car was ever sub- 
jected in the history of New England 


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one feature tkat stood out more tkan any otker at tke 

w York automobile skow wkick closed on Jan. iotk, was 

tremendous bu^er interest, and tke conclusion tkat every 

i ludson and Essex distributor and dealer wko visited tke 

skov? could unmistakably get — tkat 1920 is to be tke greatest selling 

year in tke kistory of tke industry, and tkat tkere is going to be a 

real skortage of cars. 

Tkis demand for automobiles on every side was tke significant 
note of tke skow. New York skows kave always attracted large 
numbers of people. But in otker days tkey came to look, partly 
out of curiosity, and partly because it was faskionable to be tkere. 
Tkis year tkere was a different class of skow goers — a new atmos- 
pkere prevaded tke Grand Central Palace. 

Tke aisles never keld so many prospective buyers as tkev did at 
tkis time. Tke crowds vJere looking for cars of tke Hudson and 
Essex tppe. Tkey indicated better tkan an^tking else tke kind of 
market tkat awaits Hudson and Essex dealers in 1920. 

It was important, too, to observe tkat tkere were more Hudson and 
Essex distributors and dealers in Netf York tkan in an$ previous 
year. On Monday, 17 distributors, from points as far away as 
Dallas and Jacksonville, visited tke offices. 

Every distributor and dealer wko went over to tke skow, came 
back witk tke same opinion — tkat tkep would be far oversold on 
Essex and Hudson tkis year. 

Tke fetf nerti cars tkat vJere skovJn, tke minor ckanges kere and 
tkere in various models, did not so muck as cause a ripple. Tke big 
dominating tkougkt tkat prevailed vJas tke tremendous buying market 
tkat is at kand. 

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1920 to Smash 


Achievement, Growth) 

l^INETEEN -NINETEEN was the most prosperous and successful year ever ex- 
*^ perienced by Hudson and Essex distributors and dealers. Despite the severe 
handicaps against which production had to contend, close to 20,000 Hudsons and 
more than 20,000 Essex were built and sold. 

During the year Hudson added greatly to its prestige, the cars delivered to 
owners assuring the continued and increased popularity of the Super-Six in the 
years to come, while general recognition of the engineering advantages exclusive 
to the Hudson make more certain its position as the world's largest selling fine car. 

The Essex, introduced to the public on January 16th, has scored the greatest 
triumph ever achieved by any fine automobile during it* first year. Through sheer 
merit, and without other indorsement, it has proved conclusively that it is good 
enough to sell itself. 

Increasing Demand Fore* 

"1UINETEEN-NINETEEN has been a trying year for both 
1^1 distributors and dealers. However, it has been the most 
profitable year by far, that we have ever had. The outlook for 
1920 could not be brighter. Our mark is to exceed our 1919 
business by 100 per cent or better." 


"What both the Hudson and Essex have accomplished in 
the last year seems almost unbelievable. But the results in 
1920 will be very much greater. We believe that these results 
will be based largely on the number of cars we are able to ob- 
tain and, in view of the fact that our schedule for the next 
ninety days is entirely taken up with definite, bona fide, un- 
cancelable orders, isn't it time now for you to consider an 
increase in our allotment?" 


"Nothing could look better than the prospects for 1920. 
Our retail sales in December not only exceeded by far any pre- 
vious December in our history, but, with one exception, are the 
largest of any month in the history of our business. That is 
particularly gratifying when one considers that, ordinarily, 
December is not a banner month for the sale of automobiles. 
While in 1919 we did not get cars enough to fill our orders, still 
we were so much better off than the majority of our competi- 
tors that we repeatedly congratulated ourselves that we were 

part of such a progressive, fi 
Essex organization." 


"Your accomplishment 
difficulties, have been trui 
coming years, we can seti 
Hudson and the Essex vil 
the brilliant achievements! 

"We are looking forwari 
in our history. Never bd! 
We are adding to all our di 
care of this new business i 
we sell and to keep pace wil 
and Essex for 1920. The 
selves and our dealers on 
than appreciated. It sho 
organization at heart, f<i 
have been no trouble on ; 
production at the new pri 

"We sincerely believe, 
most prosperous year we 


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or Hudson and 
rosperity=Get Ready Now 

Today the Hudson and Essex, represented by the most successful and aggres- 
sive sales organization in all motordom, dominate their fields, and their fields are 
large. The future of both cars is assured — their continued growth is certain. 

Production for 1920, as you already know, will total approximately 70,000 
cars — 30,000 Hudson and 40,000 Essex— almost double last year's record-breaking 
total. The volume of production is estimated at well over $100,000,000. 

^ As a result, Hudson and Essex distributors and dealers are everywhere pre- 
paring to make 1920 the most prosperous year in their history. Never before has 
there been so much money in circulation. 

Never before has every section of the nation experienced such unprecedented 
prosperity, as may be seen from the following quotations from a few of the letters 
received recently: 

• Biggest Year in History 

id outfit as the Hudson and 


1919, considering all the 
wrful. For 1920 and all the 
*lous success for both the 
bound to overshadow even 

as the most profitable year 
he outlook been so bright. 
its so as to be able to take 
ner worthy of the product 
(antic plans of the Hudson 
y shown in protecting our- 
ry price changes was more 
you had the welfare of the 
realized that there would 
t to have sold your entire 
igher one if you saw fit." 

> end of 1920 will see the 
^»d and we are building up 

our organization to keep step with the increased factory facil- 
ities and the increase in the volume of cars. Hudson prestige 
is too firmly established to need any comment. Regarding the 
Essex, the production has been as extraordinary as the de- 
mand. It is a car of such quality as to get better as it is 
used. The demand will be limited only by the supply." 


"We look back over the five years' connection with the 
Hudson as the most pleasant business relations in our auto- 
mobile experience. With absolute confidence in the onward 
and upward movement of Hudson and Essex, we expect to sell 
a million dollars 9 worth of automobiles in 1920 and they will 
all be Hudson and Essex. Last July we closed out two other 
lines, believing that the Hudson and Essex fully met all of our 
requirements. In each of the following months the total sales 
amounted to more than the average amount of sales previous 
to this in the entire year." 


"We are delighted to be able to share with you the increase 
in production for 1920, and feel assured that we have the best 
dealer's organization ever gotten together in eastern Tenn- 
essee. Regarding our allotment, we believe we can sell more 
cars if we can get them. Essex is growing in popularity 

every day. 


» ■■<- i j i M;mNiinmiimmmiiiiiiiiiimiuiiiiiiiMiii™iiiiiiiiiiiiiiimiiiiiiNiiNtiimimmiimiiiH 

Digitized by VjOOQ IC 


Prospect is Just as "Live" at First 
Interview as He is at Last 

HOW many times have you had prospects 
say to you: "I am not quite ready to 
buy yet. I will see you later"? 

It would be hard to estimate how many 
thousands of dollars this hoary old "stall" 
has cost every automobile salesman. 

And yet any "live" prospect is just as "live" 
at the first interview as he is at the last — in 
fact he is much "liver." 

So even if you do get the order at a later 
interview, you have wasted time every time 
you have called on a prospect after having 
once asked him for the order. 

In addition you are weaker in the eyes of 
two men — your prospect and yourself. The 
prospect respects the man who convinces and 
sells him more than the man who allows 
himself to be put off. 

In closing orders remember that the great- 
est weakness of human nature is hesitating 
to make a decision. So don't be afraid of 
asking the prospect for his order. Many sales- 
men fail at this very point. 

They are so afraid of losing the sale that if 
the prospect does not voluntarily give them 
his order, they put off the final effort "until 

The result is that the prospect more often 
than not leaves the salesroom and when next 
heard from is driving a car he has purchased 
from some more aggressive salesman. 

Two Efforts To Lower the Wonderful Record 
Made by an Essex in New England Fail 

Better Horses in Hudson 

During a conversation with a Hudson owner 
the service manager of the Trinidad Motor 
Sales Co., Trinidad, Colo., mentioned another 
make of car that had about the same S. A. E . 
horsepower rating. 

The Hudson owner stopped, thought a 
moment and then replied, "Well, there must 
be better horses in the Hudson." 

" Y ou can,t beat an E**ex!" 

That is what they say in New England where two efforts to 
lower the Essex record for the trip between Boston and the Canadian 
border line have ended in disaster. 

Just seven days after the Essex made its remarkable run, covering 
1013 miles in 32 hours actual running time, another car costing nearly 
twice as much set out to lower the mark set by the Essex. 

The rival car was favored by a week of perfect weather which had 
followed the Essex achievement, but, despite this, it was 45 minutes 
behind the Essex time at Bangor on the way up to Fort Kent and 12 
hours behind at the same point on the return journey. 

The second effort by the same make of car ended in a ditch at Her- 
man, seven miles from Bangor on the Waterville road four days later. 
The rival car plunged off the road at a turn, breaking the front axle and 
wrecking the engine. 

The Essex made its record under the most unfavorable weather 
conditions imaginable, the mercury for a large part of the journey reg- 
istering 20 degrees below zero. 

On the other hand, the rival car was favored by eleven days of per- 
fect weather, and it was handled by organized relays of dealers, but 
even so it could not even approach the time made by the Essex. 

New Topeka, Kansas, Dealer 

Larry Huey, one of the most widely known 
automobile men in Topeka, Kansas, has just 
taken over the Hudson and Essex agency 
for that city. He was formerly assistant 
county treasurer and later was connected 
with the Bank of Topeka. 

The Law of Work 

Any man who gets the right idea 
about work is absolutely safe for 
life. It is as simple, as universal 
and as unfailing in its operation as 
the law of gravitation. Stated by 
analogy, it is that you can't get a 
bushel of potatoes at the same cost 
as you get a peck. Every man has a 
right to what he works for, and his 
capacity for work is the absolute 
measure of his value to himself and 
to society. 

Hundreds Visit Essex at Two-Day Exhibit 

Essex Does the 'impossible' 9 In 
200 Mile Run to Reno 

A RUN that most motorists wouldn't 
■"• tackle for $1,000 was made this week by 
F. Tilton and S. Peters, of Cedarville, Calif., 
in an Essex car," said the Reno, Nev., Even- 
ing Gazette, in its Dec. 10th edition. 

"They left Cedarville Tuesday morning and 
arrived in Reno Wednesday night, after fight- 
ing their way through 200 miles of unbroken 
snow which averaged from two to five feet in 
depth. The Black Rock Desert road, which 
is considered a mean road, even under good 
conditions, was the route taken. 

"Departing from Cedarville at ten a. m., 
the Essex battled its way through the worst 
blizzard since 1889, reaching Roundhole late 
Tuesday and spending the night there. Leav- 
ing Roundhole Wednesday morning, the car 
arrived in Reno at five o'clock that evening, 
although old settlers declared that no other 
car had ever been able to accomplish the 
journey with that much snow on the ground. 

" 'The Essex brought us in without a falter,' 
said Mr. Tilton on his arrival. 'In the canyons 
and on the summit, the snow was five feet 
deep and it was necessary for us to back up 
and run into the drifts time and time again 
and either plow through or break our way 
over the top. We did not have a bit of trouble 
and would make the trip again under the 
same conditions.' " 

Essex Almost Scares a Police 
Department to Death 

In a certain city in the central west there is 
a nationally known manufacturing company, 
the chief engineer of which is the proud owner 
of an Essex Roadster. 

Recently this owner heard that the police 
department of his city was seeking to buy a 
car to run down some speed law violaters. 
The guardians of the law bought one eight 
cylinder car but found that it did not have 
enough "punch." As soon as he heard of this 
the owner made an appointment for a demon- 
stration of the Essex and in his own words, 
"Almost scared the police department to 

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How Grit, Courage and Energy 
Overcame All Obstacles 

" T DON'T wait for opportunity to come to me — 
JL I create the opportunity," declared Napoleon. 

"I won't wait for prospects to come to me in the 
spring — I'll go out after them now," said the 
Hudson and Essex dealer in a little New England 

The town was so small that there was no place 
to hold a salon or a show. The roads were all 
piled high with snow and the mercury registered 
from zero to 20 below. 

Every other dealer in the village was busily 
engaged in trying to keep warm, but this man 
decided to defy tradition which said that winter 
was a "dead season" and stage a campaign of 

"With two Essex Sedans," he said, "we put 
salesmen on the streets and literally lassoed every- 
one in sight, even the school children. 

"No one would come out for a ride, but those 
who had to get out were delighted once they 
were picked up and comfortably transported to 
their destinations. 

"The cars, running through the streets every 
day when most owners had laid up their machines 
for the winter, were good advertisements. 

"In three days the whole town was talking 
Essex and our salesmen picked up from three to 
five live prospects every day." 

While the campaign was at its height, how- 
ever, a midnight fire destroyed this dealer's 
garage and every car it contained. 

Before the fire was out the next morning he 
had his distributor on the long distance 'phone. 

"I want more cars — quick," he demanded. 

Then, with one Hudson that had been saved, 
he broke a trail over the almost impassable roads 
and in the next two days brought back six cars. 

A new Essex was delivered to every owner who 
had lost his car and one to the owner of another 
make who also had lost it in the fire. 

The rival dealer obtained a car several days 
later which he confidently offered to his former 
owner only to find that the latter had signed up 
for an Essex before the fire-swept ruins were 

With his owners properly cared for, the Essex 
dealer continued his campaign with touring cars, 
doing a rushing business in a small shed formerly 
used for storage. 

His success in overcoming all obstacles and 
even in turning them to his own advantage simply 
goes to show what grit, courage and energy can 

"Genius," says someone, "is simply an infinite 
capacity for taking pains." 

And so in selling automobiles, as in every other 
line of human activity, nine-tenths of the prescrip- 
tion for success is plain, everyday, honest hard 

Philosophers long ago gave up seeking per- 
petual motion, but many persons are still seeking 
some principle of perpetual rest. 

This is especially true of those who cling to the 
belief that the automobile is a warm weather 
toy and that winter is a time to quit selling and 
rest up for spring. 

Both the Hudson and the Essex are all-the- 
year-round necessities to a greater degree than 
any other cars on the market. 

Bad weather simply provides an opportunity 
to conclusively demonstrate this fact. 

What can be done at 20 degrees bdow zero in 
New England can be done anywhere in the United 

Digitized by 


ch Will Carry Hud 

Digitized by VjOOQ IC 

and vertising Year 

the great $2,000,000 cam- pended in more than 1,000 of the larger newspapers. The 

tmount $750,000 will be ex- benefits will be reaped by every distributor, dealer and salesman. 

Digitized by 



Essex in 24-Hour Non-Stop Run Covers 502.4 
Miles, Averaging 20.1 Miles per Gallon of Gas 

ANOTHER notable record for both endur- 
ance and economy has just been made 
by an Essex at Wilkes-Barre, Pa. 

In a 24 hour non-stop run, this Essex, a 
standard fully equipped car, covered 502.4 
miles on exactly 25 gallons of gasoline, or an 
an average of 20.1 miles per gallons. One and 
one-half quarts of oil were used. 

These figures were compiled by the driver 
and the judges, the latter being disinterested 
newspapermen who checked every detail of 
the test. The car used was one that had been 
in service for months, the speedometer regis- 
tering 5,877 miles when the test started. 

Nothing was done to prepare this Essex for 
the test, except to remove the carbon from the 
cylinders. The valves were not ground nor 
was a single bolt or nut tightened and yet the 
car went through the twenty four hours with- 
out a falter. There was only one puncture, 

which happened on a particularly bad stretch 
of road in the Nescopeck region. 

The route followed on the test allowed for 
the best roads as well as the worst. Starting 
from Wilkes-Barre, the route led to Nanticoke, 
then back through Wilkes-Barre, to Scranton 
and on to Carbondale. On the return the way 
led through Scranton to Wilkes-Barre and 
then along the east bank of the Susquehanna 
to Hazleton. The return was made over 
almost impassable roads along Nescopeck 

In some places along this stretch the ruts 
were fully eight to ten inches deep and twice 
the car was swung around until it was at right 
angles to the road. The distance covered is 
particularly gratifying as much of the time 
was spent traveling through the various busy 
streets of Wilkes-Barre, Scranton, Hazleton 
and Pittston, not to mention Carbondale and 
other smaller towns where speed could not be 

5,374 Miles Without Paying 
One Cent For Repairs 

When A. H. Pitney, of Marshfield, Ore., 
decided to go to California, he bought a 
Hudson Super-Six seven passenger phaeton 
which already had seen 9,000 miles of service. 
Then he acquired a camping outfit and started 
out with his wife and baby. 

The route included Portland, Seattle, Butte 
and Livingstone, Mont. Then they proceeded 
to Jackson's Hole, Wyoming, and to Salt 
Lake and over the Arrowhead Trail to Los 
Angeles. It took a month to complete the 
trip, which covered 5,374 miles and only 
349 gallons of gasoline were used, an average 
of about 15 miles to the gallon. 

"In spite of terrifically bad roads," said 
Mr. Pitney, "not a cent was spent on repairs, 
which I call some recommendation for our 

Second Hudson for Road Chief 

After having driven his Hudson Super-Six 
66,000 miles over all kinds of roads in the 
territory around Oswego, N. Y., E. A. How- 
ard, County Superintendent of Highways, has 
just purchased a new Hudson. As Mr. How- 
ard used the car in his work, it received the 
roughest kind of usage and his purchase of 
another Super-Six is a tribute to the satisfac- 
tory service rendered by his first Hudson. 

3,000 Miles Without a Miss 

"I have driven my Essex 3,000 miles since 
June 14th and every mile with pride and pleas- 
ure," writes Charles E. Brandt, of Adams, 
Wis. "During this time the motor has never 
even missed once, I have not had a single 
puncture or the least trouble of any descrip- 
tion. The roads in this county are the most 
sandy in Wisconsin, but there is no sand too 
deep for the Essex." 

Hudson Owners at Special Show are 

Amazed by the Simplicity of Chassis 

TO show Hudson owners the im- 
pressively rugged construction 
of the Super-Six chassis, Tom Bot- 

Seven Prospects in Day 

THIS is the Essex demonstrator used 
by the Twin City Motor Car Com- 
pany, of Minneapolis, Minn. The hood 
has been fitted with plate glass windows, 
all of the motor parts having been either 
white enameled or nickel plated. Four 
nitrogen bulbs under the hood light up 
the engine at night. The first day this 
car appeared on the streets seven tele- 
phone calls were received from pros- 

terill, of Denver has taken a stock 
chassis, painted the outside of the 
frame grey, the inside red and the 
motor white. 

This chassis has been placed on dis- 
play and is attracting a great deal of 
attention, special letters having been 
sent out inviting owners to call and 
inspect it. The letters of invitation 
read in part: 

"The chassis is particularly interesting 
as showing the sturdiness and simplicity 
of Hudson construction. You will realize 
more than ever before why we claim that 
a Hudson is a real investment and why 
we also claim long life and low upkeep 
costs for it. 

"As a Hudson owner you will find sev- 
eral things about this chassis which you 
never drearred were incorporated in 
Hudson construction." 

"It is surprising how few Hudson 
owners have even the slightest idea 
of the wonderful chassis construction 
that they have under them when they 
are driving a Hudson/' says Mr. Bot- 

"Just a glance at the ruggedness 
and simplicity of the chassis is so con- 
vincing that it turns an owner into 
the most enthusiastic kind of sales- 
man, and besides, gives him real sales 
"ammunition" which hecan use among 
his friends and acquaintances." 

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Who is Your Best Prospect? 
— The Present Owner 

" T AM just as much interested in an owner's 
-L welfare now as I ever was," a Hudson and 
Essex distributor says in a little booklet he has 
issued to tell his owners how to get the best ser- 
vice from their tires. 

"The fact that more cars are being bought now 
than in my earlier years doesn't lessen the im- 
portance to me of the individual buyer's satis- 
faction," he continues. 

"The larger this establishment grows, the more 
necessary it is that it keep a good reputation. I 
realize this very well, and if you ever hear of a 
customer displeased with any transaction here, I 
wish you would let me know personally. 

"I will consider it a favor — and will most cer- 
tainly make every effort to right matters fully 
and quickly." 

OQ} °Q3 oo> 

This recognition of the tremendous importance 
of the owner in any sound merchandising plan is 
shown by an analysis of the sales of another dis- 
tributor. The figures follow : 

Resales to owners, or on their recom- 
mendation 75% 

Sales directly from advertising 14% 

Sales from calls by salesmen 8% 

Unclassified 3% 

While these figures will vary widely according to 
different localities — one distributor figures his 
owner sales at 90 per cent and another at 85 per 
cent — the fact remains that with cars of the qual- 
ity of the Hudson and Essex, owners will both 
buy and sell more cars than any other single 

Furthermore, this is the most profitable busi- 
ness that any distributor and dealer can handle, 
as it can be taken care of with a minimum of sell- 
ing expense, one item of which must be advertising, 
for advertising helps keep owner enthusiasm alive 
and give the owner-booster sales ammunition. 

Of course, every automobile salesman knows 

the advantage of systematically cultivating old 
customers. But knowing a thing and doing a 
thing are vastly different and the mere knowledge 
will profit nobody until it is put to work system- 

A western distributor, who has built up a 
tremendous good will, makes it a point always 
to work out from the points of contact in his ter- 
ritory. He systematically cultivates his owners. 
He writes them letters, shows an active interest in 
their welfare and passes along tips which might 
be of value to them. 

In brief, he does everything possible to turn 
what was merely latent good will at the time the 
order was signed into active assistance. He never 
forgets his owners in his eagerness to obtain new 
business. As a result he has as loyal and enthusi- 
astic owners as are to be found anywhere in the 
country and his sales mount accordingly. 

no) nD) OD 

"The great majority of our cars will be sold this 
year as a result of good will that is already in ex- 
istence/ ' says another distributor. 

"Therefore, one of the greatest factors in our 
success will be our present owners. To neglect 
them or do anything which would sacrifice their 
good will would be folly. 

"The quality of Hudson and Essex cars is so 
wonderful that the owner cannot help but be 
satisfied with his car. But there is a point beyond 
mere satisfaction — enthusiasm. We must see that 
every owner is not only satisfied, but that he is 
an enthusiast. 

"To do so all that is required on our part is the 
disposition and proper facilities to take care of his 
needs and see that he has what he wants when he 
wants it. 

"We do not consider any car sold until the 
owner comes back for another — in other words, 
we regard our owners as our very best prospects. 
And it has paid in dollars and cents." 

Digitized by 




'""THE publication pictured above may look strange to you, but it is only an old 

1 friend, The Triangle, in a new guise. This four-page magazine is issued by the 

Japan Auto Co., of Tokio, for Hudson and Essex owners in the Land of the Mikado. 

Works 7 Years to "Sell" Boy; 
Then Lands His Father 

THEY were coming slow back in 1912 — 
so slow in fact that the arrival of even 
a possible prospective "33" purchaser caused 
great excitement from the wash rack to the 
Boss's desk," write George D. Wray, of 
Shreveport, La. 

"A 'name on the dotted line' meant some- 
thing in those days. Anything, from a new 
suit of clothes for the lucky salesman to 
perhaps a banquet for the entire force, on 
the night that we found the check really was 
good and put the funds in the bank. 

"So imagine the feeling of elation which 
spread throughout the place one evening 
when upon opening the mail. I came upon this 
glorious news, forwarded from the factory: 

Hudson Motor Company, 
Detroit. Mich. 

I am thinking of buying a new car and like the 
lines of the "33" Torpedo. Please send me a cata- 

Yours truly, 

B H 

Feb. 10, 1912. Shreveport, La. 

44 Did I send a salesman to call on the writer 
of this communication who had again boosted 
the hopes of us all? No, I did not. I went 
myself. The chance of failure must be elimin- 
ated as nearly as possible and if there was to 
be another disappointment, I wanted to learn 
the sad tidings direct. (The rent was almost 
due again, and more cars were enroute.) 

44 No demonstrating car was ever more care- 
fully groomed for its work than the "33" I 
drove out that morning. No salesman has 
before or since approached a prospect with 
greater confidence — I simply must and would 
gather in this 'Manna from Heaven.' 

"To my consternation the 'prospect' proved 
to be a boy of 12 years of age. My first im- 
pulse was not unlike that which the girls 
experience at a wedding — I wanted to cry, then 
I wanted to fight. After a moment I was able 
to control my disappointment and to follow 
out this line of reasoning: 

"Today's kid is tomorrow's man. I'm 
not in business for a day or a year only. 

University Uses Hudson- 
Essex Sales Letters 
as Text 

THE following letter from C. H. 
Raymond of the Department 
of English , University of California , 
regarding the Hudson and Essex 
advertising campaign, speaks for 

"Thank you very much in- 
deed for the copies of the ad- 
vertisements and sales letters. 

"The entire campaign strikes 
us as being remarkably well 
planned and executed. The 
sales letters are the most com- 
plete and the most effective 
that have as yet come to our 

"We shall devote two weeks 
of the new term to analyzing 
and studying these letters." 

I'm going to stay. I'll just stick here 
and sell this boy, whether he ever buys 
or not." 

"I treated him to the same selling talk 
which had sold all the Hudson Cars delivered 
in this territory up to that time, and left him 
with the feeling that I expected him to come 
down and drive a car home the next day. His 
name was placed in our prospect file, and the 
follow-up letters went to him regularly. 
Every year the boy, apparently, wrote to all 
the factories for catalogues as his letters were 
forwarded to us. 

"Our salesmen called on him at intervals 
and his name was retained on our prospect 
list. We impressed him always with our be- 
lief that he would eventually bring about the 
sale of a Hudson in the family. We waited a 
long time but this year the Dickinson Motors 
Company sold his father a Super-Six. 

Clothes Do Not Make the Man, 
But They Do Help Sales 

T^ID you ever stop to consider the effect 
a silk shirt may have on sales. Ever 
look upon a velour hat as an order-bringer? 
Or a shoe- shine as a sales clincher? 

There is an ancient maxim to the effect 
that "Clothes do not make the man." But 
like several other old and somewhat moss- 
covered admonitions, it is only partly true. 

For clothes do play an important part in 
making modern men. There is no gainsaying 
the fact that the right clothes put Confidence 
into a man, and with Confidence the sales- 
battle is half won before the first gun is fired. 

Courage Always Failed 

Fred Kelly, an old newspaper man, tells a 
story that illustrates the point. "There was a 
certain Big Business man that I always was 
afraid to interview," he declares. "He was 
such a Superior Person that he had all of the 
reporters buffaloed. And so far as we knew he 
hadn't a hobby in the world, unless you count 
good clothes. He was always immaculately 

"A dozen times I started to interview that 
man. But my courage always failed. Then 
one day the climax came. I was walking down 
a suburban street, attired in my most stun- 
ning checked suit, with proper accessories. I 
had just come from a barber shop, where I 
had been all fixed up. All in all, I looked like 
an enlarged photograph of Affluence with a 

How He Overcame Fear 

"An automobile was stalled by the side of 
the road. The hood was up and a man was 
tinkering desperately with the engine. Idly 
curious, I drew closer. The man looked up. 
And I stood face to face with The Big Business 
Man. His face was a mass of grease and pers- 
piration. His trousers were spotted here and 
there with grease and his shirt was unspeak- 

"I took one look at that man, then made a 
quick mental inventory of myself. And 
suddenly my fear vanished. I saw that man 
as a real human being. I walked right up to 
him and told him who I was. Then I gave 
him what help I could. When the car was 
repaired, he brought me back to town. I 
interviewed him on the way and he gave me a 
dandy story. 

"Since that day, when a Big Man tries to 
overawe me, I always try to imagine him 
working over an automobile. It helps a lot 
in putting me at my ease." 


THE salesman, Frank J. MacDonald, 
of Lewis ton, Idaho, is conspicuous by 
his absence, but Mr. MacDonald explains 
that he was very busy at the time tak- 
ing the photograph. 

Digitized by 




This Territory Man Proved 
"It Could Be Done" 

A DISTRIBUTOR recently sent a terri- 
tory man out to sell some open cars in a 
farming district. The roads were covered 
with snow and the dealer allowed that busi- 
ness "was going to be dull until spring." 

It was one of those "can't be done" assign- 
ments which every real salesman delights in 
doing. The first efforts of this particular sales- 
man did not yield anything more substantial 
than promises to buy in the spring. 

Both the townspeople and farmers agreed 
with everything he said about the probable 
shortage of cars in the spring, but there they 
stopped. They seemed to have one way 
pockets, with fifty-two kinds of Yale locks on 

Gets Up Before Dawn 

His first inclination was to agree with the 
dealer that open cars could not be sold there 
in the winter. But he wasn't the kind that is 
easily licked, and he knew that no man is ever 
licked until he has admitted it to himself. 

It was in this frame of mind that he got up 
before dawn one morning, put the curtains on 
an Essex Roadster, removed the rear deck 
and headed out into the country. He had not 
gone far before he noticed a light in a barn. 
The farmer had just finished milking and was 
hitching up to take five cans of milk in to the 

"Let me take you in. I am going that way 
and then I will bring you back," the sales- 
man said. 

Demonstration Breaks Spell 

The farmer hesitated at first but was per- 
suaded when he saw how easily the Essex 
would carry all his milk cans. It was a three 
mile drive and the farmer declared it was the 
most comfortable journey he had ever made 
in the winter time. At the creamery the 
Roadster and its load attracted much atten- 
tion and the salesman was kept busy for an 
hour explaining its advantages to a score of 

At the end of that time he had half a dozen 
good prospects lined up and by the end of the 
week had closed several sales. Which nicely 
illustrates how the tail can often be used to 
wag the dog in sales work. The spell was 
broken by an actual demonstration of the 
utility and comfort of an Essex even in the 
coldest weather. It accomplished in little 
more than an hour's time what a week's argu- 
ment had been unable to do. 


Only One Owner Lost in Four 
Years is His Record 

"Satisfied customers are the only secure 
foundation upon which any business can be 
built," says A. L. Nelson, Hudson and Essex 
dealer at Erie, Pa. 

And, as proof that in selling cars of the 
quality of the Hudson and Essex, there is 
no excuse for having anything but satisfied 
customers, he points to the fact that he has 
lost only one customer in the past four years. 

"By this I mean," he says, "that whenever 
the original buyer of a Hudson bought a new 
car he came back for a Hudson. The single 
exception is that of a man whose chauffeur 
was drafted during the war and he traded his 
Hudson Limousine in for another car costing 
twice as much as a Hudson." 

Mr. Nelson ascribes this notable record 
largely to his service department and the 
facilities in the way both of men and equip- 
ment to give his owners what they pay for. 

CIRCULAR letters have proved their value. 
They pave the way for the visit of the salesman. 

They reach more prospects in a day than an army of salesmen 
could see in a year. 

They permit of more intensive sales development and so lower your 
selling costs. 

One of the most powerful and vigorous selling forces at the com- 
mand of modern merchandising, circular letters cost little and accom- 
plish much. 

The two illustrated above show how The Henley-Kimball Co., of 
Boston, and Gomery Schwartz Motor Car Co., of Philadelphia, employ 
these circular letters. 

The Henley-Kimball Co. letter is mimeographed and the name 
filled in. The envelope does not carry the firm name, only the address 
is given on the back flap so it may be returned if not delivered. 

The Gomery Schwartz letter is in script, the impression being 
made from an electrotype at very little cost per copy. The attractive, 
simple trade mark used as a heading combined with the script, make it 
so distinctive as to command instant attention. 

Both companies have found sales letters invaluable as business 
getters and employ them continuously, realizing that one secret of the 
successful use of letters is the constant repetition of the sales points 


One who has a steady eye, a 
steady nerve, a steady tongue 
and steady habits. 

One who understands men and 
who can make himself under- 
stood by men. 

One who turns up with a smile 
and still smiles when he is turned 

One who strives to out-think 
the prospect rather than to out- 
talk him. 

One who is silent when he has 
nothing to say and also when the 
prospect has something to say. 

One who takes a firm interest 
in his firm's interest. 

One who keeps his word, his 
temper and his friends. 

One who wins respect by being 
respectable and respectful. 

One who can be courteous in the 
face of discourtesy. 

Digitized by 



this over a minute and then offered to build i 

agarage for his prospect who was to pay the «« vou can > t muster out a Hudson," remarked Col. A. Rawlinson, former Hudson 

u Th ^ off ^ r wa \ac c epted and m less than Y distributor in London. 

an hour Mr. Crary had a bnck mason taking _ . , ™« »» , . . „ ...,..,,*,, 

measurements for the foundation. To Prove it, he pointed to the 1912 Hudson he took to France with! him in 1914, 

Work was started the next morning and in subjected it to hard and continuous abuse for four years, and brought back with 

less than a week the garage was completed nim to London last year. 

and paid for and the Hudson delivered. The picture shows Col. Rawlinson and the car after its arrival in London. 


Digitized by 






Driveaways Necessary Now if Orders 
Are To Be Filled Later 

WALKER D. HINES, Director-General of 
Railroads, in a recent interview declared 
that the nation's railways are "unable to meet 
the demands for traffic.' ' 

"The difficulty which now confronts us in 
handling all the business which is being offered is 
the inadequacy of facilities and especially of 
freight cars," he said. 

"In the year or two preceding Federal control, 
the normal additions to cars and other transpor- 
tation facilities were not made because prices were 
very high, labor was scarce and financing on the 
part of the railway companies was unusually diffi- 

"Federal control began with a plant that was 
not as large as it ought to have been to handle 
the business, and during the first year of Federal 
control there was a severe limitation of the amount 
of material that could be taken from other war 
purposes to provide additional railway facilities." 

The result may be seen in figures given by other 
railway experts which show that there are actually 
fewer freight cars available today than there were 
several years ago. 

In other words not enough equipment has been 
built in the past few years even to replace the 
scrappage, to say nothing of provisions for a nor- 
mal increase in business. 

This situation has been made more acute by 
the severity of the winter in the north and by 
much sickness among train crews at some of the 
larger terminals. Cold weather and blizzards 
have not only prevented a normal freight move- 
ment but also have severely cut down the efficiency 
of available equipment. 

Everything humanly possible is being done at 
the factory to make deliveries, but to fully meet 
the present situation the utmost co-operation of 
every distributor and dealer is necessary. 

Under the present system of regional control 
of the railways, all of the freight cars coming into 
the Detroit zone, which includes Flint, Lansing 

and Toledo, are pooled and allotted on a pro ratio 
basis. The integrity of the United States govern- 
ment guarantees the fairness of the distribution. 

But, despite this assurance of obtaining a fair 
share of all the freight cars available, the Hudson 
and Essex allotment is far from sufficient for 
handling the scheduled production. No storage 
space is available in Detroit, so the remainder of 
the output must be driven away if production 
is to be maintained. 

The number of cars scheduled for production 
this year has been distributed through the entire 
period, with the factory working to full capacity 
every month. There is very little chance that any 
restriction of production in one month could be 
made up the next. 

Realizing that the car that cannot be built 
today probably will never be built later, distrib- 
utors and dealers have been coming from as far 
South as Jacksonville, Fla., and Winston-Salem, 
N. C, as far east as New York and as far west as 
Oklahoma City, Okla., and Des Moines, la., for 

In some cases it only has been necessary to 
drive the cars outside of the Detroit regional zone 
to find freight equipment to move them to home 
destinations, but in other instances the cars have 
been either stored until spring or run overland 
the entire distance. 

As express companies are working under the 
same handicaps that confront the railways, they 
offer no relief from present conditions. The short- 
age of equipment is so great that second class ex- 
press trains are being made up of box cars con- 
taining express shipments, and even these cars 
are obtained with the utmost difficulty. 

This is the exact situation that confronts both 
the factory and the dealer. Conditions do not 
promise improvement for some time. Distrib- 
utors and dealers who can arrange to drive cars 
from the factory now, should make every effort 
to do so. 

Digitized by 



Big Parchesi Board Turns Work Into 

Play and Helps to Increase Sales 

A New Game for Salesmen 

QINCE Walter Bemb, of The Bemb- 
Robinson Co., Detroit, started 
his salesmen playing parchesi on Jan- 
uary 1st, sales have averaged more 
than three cars per day. 

The board is placed where the sales- 
men can watch the progress of the 
game, every sale and delivery count- 
ing in the points scored. Prizes are 
awarded each month and at the end 
of the year the grand prize will be a 
trip to the New York Automobile 

In keeping score one point is allowed 
for every $200 in Essex sales and one 
point for every $300 in Hudson sales. 
This was fixed as a fair average be- 
cause the ratio in price between the 
two cars is approximately three to 

Only actual orders accompanied by 
deposits with delivery dates not later 
than April are considered in awarding 
points in the monthly contest. The 
grand prize to be given at the end of 
the year, however, will go to the man 
making the greatest number of actual 

Where there is a trade involved in 
a sale, no deduction is made, the 
points being based on the list price of 
the car. 

The contest has aroused keen 
interest. By enabling every salesman 

to check up every other man's work, 
it proves that "it can be done" and 
has resulted in much friendly com- 

It also has proved its value in de- 
veloping star men and in stimulating 
actual deliveries. 

Quickly Buys a Second Essex 
When Fire Destroys First 

The high esteem in which Essex owners 
hold their cars is shown in the following letter 
from an owner whose car was destroyed by 
fire after he had driven it 6,000 miles: 

T. C. Power Motor Car Co., 
Helena, Mont. 

Gentlemen : 

You are, necessarily, aware of the fact that my 
Essex Touring car, purchased from you on April 
24th last, was destroyed in the Central Garage 
fire on Saturday, the 24th. 

Please place my order for another Essex. 

The car destroyed was in daily use between my 
home ranch and Helena — almost a daily trip 
across the little Belt range — and my Elliston 
ranch, on the west side of the main range of the 

In the 6000 miles I drove the car — all of it over 
two mountain ranges — repairs, nil; carbon clean- 
ing and valves ground twice. The pep and power 
were just as good as when new. 

Fair weath-r and foul; good roads and bad; 
mud, slush, snow and ice; it always had power 
and pep. It always arrived. 

Again I S9y, another Essex. 

Yours truly, 

(Signed) N. D. HILGER. 

Mr. Hilger's car was taken from the wreck- 
age 36 hours after the fire. The mercury was 
15 below zero, and the radiator and water 
jacket were frozen. 

The safety plugs in the motor block, how- 
ever, were loosened or blown out, owing to 
which the engine was not injured by the frost. 

Essex Speed in Get- A way is 
Shown in Tests 

TX7HATS the get-away speed of 
an Essex?" a salesman for the ' 
Northwest Motor Co., at Seattle, was 
asked recently. 

The salesman did not know, so a 
standard, fully equipped Essex was 
taken to the North Trunk highway 
and submitted to a series of tests. 
The following table shews the result 
from a standing start : 

From to 20 mpr in 3J£ seconds. 
From to 30 mpr in 6} 2 seconds. 
From to 40 mpr in 12 } 9 seconds. 
From to 60 mpr in 28 seconds flat. 

With the car throttled down to five 
miles per hour in high gear, then 
opening the throttle wide, the follow- 
ing results were obtained : 

To 32 mpr in 12 seconds. 
To 45 mpr in 31 seconds. 
To 50 mpr in 34 seconds. 

Notable as these figures are, ob- 
servers expressed the belief that 
under more favorable conditions with 
special reference to the quantity of 
traffic on the highway, an even better 
showing could be made. 

Where All Could See It. 

THIS is how the Diamond Motor Co. 
announced the achievement of the 
Essex on the Cincinnati Speedway to St. 
Joseph, Mo. The banner, instead of 
being put on the front of the show room 
on a side street, was strung across the 
main thoroughfare at one of the city's 
busiest corners. 

Digitized by 



Used Car Man Requires High 
Sense of Honor 

"'T^HE ability to judge fairly the 
-L resale value of a used car is of the 
utmost importance to the automobile 
dealer," declares E. V. Stratton, of 
the E. V. Stratton Motors Co., Inc., 
Albany, N. Y. 

"I say 'judge fairly' because any- 
one can say that a car is or is not worth 
a certain amount, but to be able to 
decide what that amount is and still 
be fair to the dealer and the owner is 
another matter. 

"To be a successful used car man 
requires a very high sense of honor 
and regard for the absolute truth. 
And one doesn't necessarily have to 
tell an untruth in order to be untruth- 
ful. So much can be left unsaid that 
will leave the wrong impression with 
the prospective purchaser. 

Making Good Impression 

"I believe that even more care, if 
possible, should be exercised in state- 
ments to purchasers regarding used 
cars than new cars because the pros- 
pect is even more at the salesman's 

"How frequently a prospect will ask 
of a salesman, 'How much mileage 
will this car give per gallon of gaso- 
line?' And how glibly some salesmen 
will answer in a definite, positive man- 
ner, 15 — 18, or whatever he thinks will 
make a favorable impression on his 

"Now, if the particular car in ques- 
tion is of the make sold by that par- 
ticular concern, well and good. The 
salesman knows what mileage he will 
get, but suppose it happens to be of a 
make not handled by them — how 
much better to answer, 'I really do 
not know, sir. You see we do not 
drive that make enough to actually 
know, but the previous owner claims 
to have gotten 15 miles per gallon. It 
was owned by Mr. Blank.' 

Truth Wins Confidence 

"Isn't this being more fair to the 
prospect and doesn't it inspire far 
more confidence in the salesman and 
the concern he represents?" 

H. S. Ackerman, who has been asso- 
ciated with the sales department of 
the E. V. Stratton Motors Co. for two 
years, has just been placed in charge 
of the used car department of that 

Essex Roadster Makes Hit 
With Sportsmen 

The utility of the Essex Roadster is mak- 
ing a general appeal to sportsmen in all parts 
of the country. 

The great amount of luggage space, suffic- 
ient for an entire camping outfit, eliminates 
the necessity for encumbering the running 
boards with camping impedimenta. 

Essex Again Defeats Challenger In Race 

iiniiiiiiiiiaHiiiHHittc iMMUNinmiimmjic JMummiiaiiiiiiitiinc 

Fifteen Other Cars Invited To New Test 

Essex Is Again Victorious 

Running the 50- Miles In 58 Minutes, 7 1^5 Second s and 
Finishing the Race 5 1-2 Miles Ahead of the Challenger 

THIE ESSEX car which we used in the race 15 a regular stork touring tar, wc only removed 
the body and fenders. We have not found it necessary to make a single change in the 
ESSEX mechanically before entering the race. 

We have been entering the ESSEX in races only for the purpose of demonstrating its stamina 
and the consistency of its performance. No ordinary service will reveal these qualities which 
the ESSEX has. A 50-mile race at high speed is equal to a year's hard servi. e in the hands of 
the average owner. Very few cars have the staying qualities necessary for a 30-mile rate, but 
few can stand the paor for even fifteen miles. You saw that demonstrated at the Fair Grounds 

Not only has the ESSEX been -the consistent performer in a 50-mile speed trial on the local 
track, but also holds the 

World's Long Distance Endurance Record 

which was mnr 1 * on » l t nrurnnaTi sniHway. finishing Decem ber 18th. 3037 MILE S IN FIFTY 

L/tti * our wish that the KSSEX should run more noes locally that its thousands U nctinir«r« inn> witness more ut th» 
/ ^isteat performance. *nd to this end, we ipue a challenge to anyone of the chj* mentioned Mow to run the ESSE 
r )0-miLe race ior $500 00. Dei nils to be arranged late' and the erect to be run under the nippier* of the Shrevepoft 
Automobile Dealers' Association: - 

V frc w ir ddlVfllHU OSES ail W«J U*y Wftlcn are mecMntcalry'ideWital'witk' the uu rLt'wcn Sunday • race 
i purchaser* are not buying diem because the ESSEX it a raring car. but because it is an enduring car. 


Marshall at Crockett, Shreveport 

Shreveport' s special advertisement telling of latest Essex victory. 

/CHALLENGED to a second test of endur- 
^^ ance as the result of its victory in a 15- 
mile race last November, an Essex has just 
decisively defeated the challenger in a fifty- 
mile contest at Shreveport, La. 

The race was run on the Lousiana State 
Fair Grounds and the Essex lapped the 
challenger on the 6th mile, again on the 11th 
mile, again on the 18th mile, and twice more 
on the 31st mile, finishing the fifty-mile grind 
in 58 minutes and 7 }i seconds. 

The Essex used was a standard touring 
car with the body and fenders removed. Not 
a single mechanical change was made before 
entering it in the contest and no mechanical 
trouble whatever was experienced during the 
event. At the finish the Essex was 5}i miles 
ahead of the challenger. 

As a result of the victory, the Dickinson 
Motors Co. have issued a challenge to fifteen 
other cars, many of them costing much more 
than the Essex, to a new 50 -mile test of 
endurance to be run under the auspices of the 
Shreveport Dealers' Association for $500. 

In a 15-mile free-for-all staged as a pre- 

liminary to the 50-mile race, a Hudson Super- 
Six, Model O, finished first. The time was 18 
minutes, 7? g seconds. 

The races were witnessed by about 2,500 
persons who manifested much enthusiasm 
over the result. 

Spanish Official Buys Hudson 

"After careful examination and various 
competitive tests of many American and 
European cars, the Capitania General of 
Cataluna has bought a Hudson Sedan," 
writes Luis Carreras, of Barcelona, Spain. 
"This is a wonderful tribute to the Hudson," 
he adds. 

Hudson and Essex Exclusively 

H. Sornberger, of Ottawa, Kansas, has 
dropped the agency for several other cars 
which he has handled, and will devote his 
attention exclusively to Hudson and Essex, 
he announced while at the factory recently. 

Digitized by 



Hudson and Essex Climb Top 
of Greylock Mountain 

In a journey fraught with many dangers, a 
Hudson and Essex, on January 1st, battled 
their way over 20 miles of snow-covered, 
Berkshire roads to the topmost point of land 
in Massachusetts — the top of Greylock 

The feat was accomplished after a famous 
millionaire auto devotee in a big, costly car, 
failed to make the ascent the same day, in 
fact, turning back almost at the start. The 
1918 Hudson which made the ascent was 
owned by P. D. Powers, of Adams, Mass., 
Hudson and Essex dealer, and it had already 
been driven 19,000 miles. 

The Essex which broke trail up the moun- 
tain was a new car owned by Walter J. Dono- 
van, clerk of the District Court of Adams. 
The storm-swept crest of the height was 
reached in three hours. 

Essex Takes Four Races and 
Sets New Track Record 

That any Essex will do it has been proved 
again, this time at Charlotte, N. C, where a 
stripped, standard Essex competing against 
specially built racing machines won all four 
races and set a new track record New Year's 
Day at the Charlotte Fair Ground track. 
The Essex was entered by Jasper T. Gibson, 
of Laurinburg, N. C. 

Essex Roadster for Shoe 

Five thousand retail shoe buyers attended 
the annual footwear exhibition at Boston re- 
cently. When they viewed the exhibit at 
Mechanics Hall they found the center of at- 
traction was an Essex Roadster — the only car 
on display at the whole show. The Henley - 
Kimball Co. took this opportunity to show 
shce salesmen how suitable an Essex Road- 
ster is for their saleswork. Many prospects 
were obtained. 

How One Dealer Coined His Essex 
Road Record Into Money 

Nineteen Cars Sold in Two Weeks 

'TWERE is no use in making a record if you 
don't cash in on it afterwards," says Paul 
Hutchins, of Grand Rapids, Mich. 

And Mr. Hutchins speaks from experience as 
he sold nineteen cars in the two weeks after his 
Essex had set a new record for the run between 
Grand Rapids and Mackinaw City. 

As soon as the 521 mile non-stop journey to 
Mackinaw City and return had been completed, 
Mr. Hutchins prepared to capitalize it by letting 
every person in his territory know of the achieve- 

A full page advertisement was run the follow- 
ing Sunday. The newspapers also devoting a 
great deal of news space to the event, as three 
reporters accompanied the car on its run. 

Then the car itself was distinctively marked 
en the sides so that it would attract attention on 
the streets. A banner on the back told of the 
achievement. Even today, weeks after the run, 
people stop to watch this Essex whenever it 

During the week a special exhibition of Essex 
cars was held in the salesroom, letters and invita- 
tions having been sent out and the event an- 
nounced in the newspapers as the first showing of 
a complete line of Essex models. 

Moving pictures and lantern slides were made 
of the car doing several stunts around Grand 
Rapids and these were shown at small expense 
in every theater in the city. 

The results speak for themselves: 19 sales in 
two weeks. 

Another Way to Bring In "Live" Prospects 

"$1 000 if You Can Catch Me," is 
"Grey Ghost's" Slogan 

"The Human Fly," who has become famous 
for his aerial stunts in climbing tall buildings, 
is a great Essex enthusiast, and before he 
came east recently was known in California 
as "The Grey Ghost." 

"The Grey Ghost," when he visited several 
California cities, advertised that he had 
started out on a one week's run with his Essex 
and would give $1,000 and his automobile to 
anyone who could catch him. 

All of the runs were made at night and 
resulted in many wild rides. Several times 
the "Grey Ghost" found himself in tight 
corners and took to the open fields to elude 
his hot pursuers. However, the week always 
ended with nobody entitled to the prize, the 
"Grey Ghost" giving all of the credit to his 
much loved Essex. 

interest and bring in prospects/' 
says D. A. Bos we 11 of the Superior 
Motor Sales Co., South Bend, Ind. 

"We sent out 2,000 invitations, 
and a couple of advertisements and 
got quite a bit of publicity. We had all 
the people we could take care of all week 
and got plenty of live prospects. In fact, 
the show was such a success that we are 
going to repeat it before Spring. 

"Our showroom was specially deco- 
rated with palms for the display and 
we had on view a complete line of Essex 

cars and a chassis. In addition there 
was a canopy which ran from the front 
door to the street. 

"The canopy really set off the whole 
affair, for many persons, seeing it, came 
down just to see what was going on, 
and in that it really was a paying prop- 

Essex Makes Clean Sweep in 
Three Races at Phoenix 

A clean sweep was made by a standard 
Essex motor in three races on the Arizona 
State Fair Grounds Track, January 1st, at 
Phoenix, Arizona. 

Entered by Cal. Messner, the Essex finished 
first in a ten mile free-for-all Australian 
pursuit race, a fifty mile free-for-all and a one- 
mile race against time. 

The other cars entered were a Hudson* 
Overland Special, Mercedes Special and 
Dodge Special. 

Digitized by 






The National Shows Indicate An 
Unprecedented Demand 


TJUDSON and Essex sales at the New York 
ll show were the greatest ever known. 

This also was true of the shows at Chicago, 
Philadelphia, Cleveland, Kansas City, Minneap- 
olis and Hartford, Conn. 

At Chicago, the sales for the week totaled 253 

"The week just closed ushers out with all honors 
the greatest automobile show in the history of the 
city," Chicago wires. 

"All records for retail sales were easily broken 
and we are confident that no competitor even 
approached our figures. 

"This business presages the biggest selling year 
in the history of the industry." 

At Cleveland, 152 actual retail sales were made 
at the show and 31 more the following week at 
the salesroom. 

"Never before in the history of our business 
have there been so many retail sales made in the 
month of January," Cleveland writes. 

"We have one man who sold 30 cars during the 
week of the show and another who did nearly as 

"If we count the sales made by our dealers and 
sub-dealers during the show, we sold more than 
200 cars." 

During the show at Hartford, Conn., 23 bona- 
fide retail and 17 wholesale orders were closed. 

One salesman made five straight sales and had 
another order confirmed in one day. 

Another Hartford salesman closed nine straight 
sales in nine days, selling every model in the 
Hudson and Essex line except the limousine. 

This record is considered remarkable in view 
of the fact that Hartford is a city of only about 

140,000 population and its entire retail and whole- 
sale territory consists of only approximately 
500,000 persons. 

"January has been a wonderful month," Hart- 
ford reports. "Up until the 29th we made 41 
retail sales with two days still to go until the end 
of the month." 

"Order now or you won't be able to get a car 
when you do want it." 

This was practically the only sales argument 
used at the New York show and it was all that 
was needed. 

The memory of last year's car famine was still 
fresh in the public mind and buyers were quick 
to realize that conditions indicate an even greater 
shortage this spring. 

With unprecedented prosperity reported from 
every section of the country, production is still 
lagging far behind the demand. 

Even the most optimistic forecasts place the 
total output for the entire industry this year at 
not to exceed 2,225,000 cars. 

It would require more than 3,500,000 cars, how- 
ever, to meet the demand even under the normal 
rate of increase that prevailed prior to 1918, 
according to government figures. 

But these figures do not take into account the 
abnormal demand resulting from the restricted 
production of the past few years or the record- 
breaking prosperity enjoyed in every part of the 

"The first breath of spring will find our sales- 
room swept so bare of cars that we will not be 
able to catch up with our orders for the next six 
months," says one distributor. 

"Our prospects must be made to realize the 
situation so that they can protect their own 

Digitized by 



Even Mountain Tour is Restful in Hudson 

THIS is the way Edward F. Harris, vice-president of the Commercial and Savings 
Bank of Stockton, Calif., followed the orders of his doctor to take a rest. With 
a trailer attached to his Hudson Touring Limousine he covered hundreds of miles 
of mountainous roads to Jack London's "Valley of the Moon." "If you want a 
restful journey, travel in a Hudson," he declares. 

Essex Wins 12 Victories in 
Sixteen Races Entered 

TWELVE victories out of sixteen 
races entered! 

That is the enviable record won by 
Essex No. 6019 in a series of mile and 
a half dirt track contests in South 
Carolina and Georgia. 

This car was entered by Jasper T. 
Gibson, Hudson and Essex represen- 
tative at Laurinburg, N. C. It was 
driven by "Bill" Wiles of Columbia, 
S. C. 

The cars it met and vanquished 
included, besides many specially built 
racing machines, several costing more 
than twice as much as the Essex which 
was a standard touring car with the 
body removed and using a 4 2-3 gear 

The partial list of its victories fol- 

Columbia, S. C, Oct. 31—15 mile 

Augusta, Ga., Nov. 12th— 1, 5, 10 
mile races. 

Columbia, S. C, Nov. 27th — 2 and 
5 mile races. 

Charlotte, N. C, Jan. 1st— 2%, 5, 
10 and 15 mile races. 

What They Say About the Essex 

SINCE purchasing my Essex last July, I 
have given it a thorough test under all 
road conditions covering more than 6,000 
miles. I have driven several kinds of cars of 
the same cost and more, but the Essex is by 
far the best car for performance, speed and 
endurance under any and all conditions which 
I have ever driven. In fact, I do not believe 
there is another car made in its class which 
would stand the rough usage to which I have 
subjected the Essex, which is practically the 
same today as a new car. The upkeep is 
negligible and on good touring roads I have 
averaged 20 miles to the gallon of gasoline. 

GUY JOHNSON, Dallas, Texas. 

Since April I have driven my Essex 3,000 
miles and I have yet my first set of chains to 
buy. I have driven mostly in north and east 
Texas in the black mud and it has rained on 
me every day for the last five weeks. I have 
forded streams which forced me to close my 
radiator shutters to keep the water out of the 
engine and, on several occasions, have had 
to shovel the mud off the running boards, 
after which the car would readily pull itself 
out. My average on gasoline mileage has been 
19 miles to the gallon. The Essex is the 
greatest value in a motor car of the twentieth 

A. M. COX, Dallas, Texas. 

I have owned five automobiles in my time 
and am better pleased with my Essex than 
with any other car I have yet had. It has 
been driven 12,000 miles, still has its original 
tires and has been in the service station just 

The Essex has power and comfortable riding 
qualities. I have ridden in heavier cars and 
have yet to find one that has ridden more 
comfortably than my Essex. The upkeep on 
it is very economical. Another thing I am 
surprised at, there is not a rattle in the car 
despite my driving, which has been hard. All 

I have found it necessary to do was to keep 
the working parts well oiled. 

I cannot speak too highly for the Essex 
and would recommend it to anyone who is in 
the market for a light car. I have fully settled 
in my mind that my next car will be another 

DR. C. K. TIMMONS, Chicago, 111. 

Record For Quick Sale 

A record for a quick sale was made recently 
by J. L. Cator, of the Bacon-Ryerson Co., 
Jacksonville, Fla. A Hudson Touring Lim- 
ousine was being sent to the railway station 
for the use of Vice-President Marshall who 
was visiting Jacksonville. Mr. Cator seized 
a prospect who had just entered the sales- 
room and bundled him into the car intending 
to drop him at his place of business. The ride 
lasted only three minutes, but as the prospect 
left the car he gave Mr. Cator a deposit of 
$100 on a car of the same type. Fast work. 

Twenty-Eight Below In Last Chance Gulch 

JUST to prove that the Essex is a real all-t he-year-' round automobile, the T. C. 
Powers Motor Car Co., of Helena, Mont., sent this Essex through last Chance 
Gulch with the mercury registering 28 degrees below zero. The picture was taken 
200 miles from the salesroom at an elevation of 5,000 feet. 

Digitized by 



Hudson Driven 41,000 Miles 
Without a Replacement 

" T WISH to call your attention to 
-*• the fact that I purchased a Hud- 
son Model 4 M' Speedster in June, 1918, 
and have driven that car forty-one 
thousand miles to date, and can say 
that I have had absolutely no expense 
on said car for replacing parts," 
writes Maurice M. Field, of Chicago. 

"This car gives me from fourteen 
to fifteen miles on a gallon of gas, and 
I go from ten thousand to fifteen 
thousand miles on a set of tires. I 
have driven this car constantly myself 
and have paid little attention to it 
outside of oiling it and giving it gas, 
and find that after all its use the 
engine is as good and perhaps even 
better than the day I drove it out of 
the salesroom. 

"It is no trouble for me to do forty- 
five miles in second speed in half a 
block, and sixty-five in high speed in 
a quarter of a mile, and just the other 
day, driving to Elgin, I was doing 
fifty miles an hour in high at the top 
of the highest hill before reaching 
said city. I think this is a wonderful 
record for any car and am feeling very 
sorry that I must now trade it in even 
on a new Hudson." 

4,000 Miles Without Repairs 

"My Essex has been driven more than 
4,000 miles without the expenditure of one 
cent for repairs," writes R. W. McAnally, of 
Montrose, Colo. "On a 2,000 mile trip to the 
Yellowstone Park and back, I used just seven 
quarts of oil. I am more than pleased with 
my car and after my return I was offered a 
higher priced car for it in even trade, but 

John Le Roy Vette, factory produc- 
tion manager and secretary of Essex 
Motors, died Wednesday Jan. 28th, 
as the result of a sudden attack of 

Entering the employ of the Hud- 
son Motor Car Co., in 1909, as a clerk 
in the accounting department, Mr. 
Vette's rise was rapid. 

His loss will be keenly felt by his 
hosts of friends both inside and out- 
side of the organization. 

THIS is a reprint of an editorial which appeared in AUTOMOTIVE INDUSTRIES, 
on page 1233, in the December 18th edition. The test referred to is the wonder- 
ful achievement of the Essex on the Cincinnati Speedway, when it set a new world's 
record by covering 3037 miles in 50 hours, averaging more than 60 miles an hour. 
It simply shows the high esteem in which the Essex performance is held by a dis- 
interested and authoritative observer and is an echo of the enthusiasm with which 
it was received in all parts of the country. 

Sturdy Essex Design Saves Owner's Life 

TRACKING over a 20-foot embankment, 
•*— ' turning completely over once and land- 
ing on the wheels in the mud, without break- 
ing even a window is the feat accomplished 
recently by an Essex Sedan near Joplin, Mo. 

When pulled out of the ditch, the car was 
run back to Joplin under its own power and 
"passed everything on the road," according 
to its owner, Mrs. O. H. Baldwin. 

Mrs. Baldwin was teaching her sister how 
to drive and gave her the wheel. Through a 
mistake, she shifted into reverse instead of 
first speed and the car backed off the embank- 
ment. Although there were four persons in 
the Sedan no one was injured and the car 
was undamaged. 

"It takes an accident like that to make you 
appreciate the strength and sturdiness of the 
Essex," says Mrs. Baldwin. 

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First Birthday of the Essex Celebrated at Meeting 

of Dealers in San Francisco 

"Don't Envy the Man Who Has 
a Cinch," Says Wray 

By Geo. D. Wray 
Hudton-Eilex Distributor at Shreveport, La. 

ADAM was the first salesman. And life 
has been just one Dotted Line after 
another since Eve Signed Up with him. 

Adam was the only salesman who ever 
enjoyed a monopoly. He never experienced 
that good, wholesome fear always present 
in other salesmen, that some chap with a 
Better Line may get the order. 

Selling must have been a dull and unin- 
teresting occupation in Adam's time. Imagine 
a man putting Zip into any work where 
there's no competition. It isn't done. No 
job has ever yet commanded a 100% effort 
where there was no rivalry. 

Monopoly takes the Jazz out of the business 

The spur of Competition on the heels of 
the fellow across the street is what makes 
you a 100% Salesman. 

The man who has no Strong, Live Wire 
Dealers to compete with has my sympathy. 
Nature intended life to be a struggle. That's 
what makes it worth while. 

Kill off the cats, and the rat family would 
soon become extinct through sheer ennui. 
The jellyfish apparently leads a quiet, peace- 
ful life without effort. 

Don't worry about competition. Pity the 
monopolist who never felt the urge that com- 
petition supplies. 

If your's is a one-horse town and you have 
no live Dealer to compete with, induce some 
good salesman to enter the business next door 
and make your business life what it should 
be. Then use part of your increased profits 
to subsidize another chap to open a place on 
the other side of you. 

Don't envy the fellow who has a "Cinch" 
— Adam was not a monopolist from choice. 

First Year 

Testard Buys $60,000 Site 

H. A. Testard, Hudson and Essex distrib- 
utor at New Orleans, has just purchased the 
building he is now occupying on Baronne 
street for $60,000. He will add one story to 
the present building, which he will continue 
to occupy. 


1 ... 

JANUARY 16th, the first birthday of 
the Essex, was made the occasion 
of a special celebration by the H. O. 
Harrison organization in San Fran- 

Advertisements in all the news- 
papers recounted the notable achieve- 
ments of the car during its first year. 
Then there was a banquet at which a 
birthday cake decorated with a single 
candle was cut. 

The center of the celebration was 
the first Essex received in San Fran- 
cisco. Although this car has covered 
more than 25,000 miles, it is in perfect 
condition and is ready for untold 
thousands of miles more of satisfac- 
tory service. 

Help! H-E-L-P 

1 1 

LOST — One eighty-foot, red express car, with 
capacity for five enclosed automobiles. Said car 
was due in Detroit last Monday but may have 
met with foul play. Reward. Address A. E. 
Kirk, Hutchinson, Kansas. 

FOUND — Two keys apparently belonging to an 
express car. Owner may have same by producing 
car which these keys will fit and paying suitable 
reward. Address Traffic Department. 

Hudson and Essex Advertising 
is Praised by Dealer 

"The combining of the Hudson and Essex 
advertising in the manner that has been 
lately carried out has a wonderful punch to 
it," writes E. W. Williams, Hudson and Essex 
dealer at Bennington, Vt. "If this entire 
campaign from the launching of the Essex to 
its present stage has been originally planned 
complete by one man or set of men, the 
advertising world would be due to take off 
their hats to that combination. Even to have 
developed such a campaign as the permitting 
conditions unfolded, must rank among a very 
few of the most successful accomplishments 
in modern advertising. 

"The Essex today possesses a strength in 

my estimation greater than that of the 

or the as a selling proposition, and to have 

placed it in that position in so short a time is 
a feat little short of miraculous. The car had 
to be what it is but so did the advertising have 
to be what it has been to do the trick. The 
privilege of being connected with an organ- 
ization capable of turning out supporting 
advertising so highly effective is one thoroughly 
appreciated by the writer." 

Essex Best Car For Doctors, 
Declares Medical Man 

"In ten years I have owned seven automo- 
biles," writes Dr. H. J. McGregor, of Choteau, 
Mont., "I bought my first Hudson car in 1917, 
When it comes to car — there is nothing to 
compare with the Super-Six. 

"When I wanted a lighter car for business 
use, however, I turned to the Essex. I have 
run this car all winter up and down, through 
snow, ice and mud and have never yet failed 
to make a call. I am of the opinion that a 
car that will stand up in this mountain country 
and such roads — 6,000 miles of it — without 
anything but oil and gas, is the best car in 
the world for doctors. 

"Please hurry and make an Essex Coupe 
and it will be adopted as the medical man's 
car. Until you do, you bet I will keep the 
touring car." 

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~E* VERY device known to mod- 


ern, scientific shop practice, 

combined with many exclusive 
features originated by Hudson 
engineers, assure the mainte- 
nance of the high standards of 
workmanship which have made 
Hudson and Essex the world's 
most popular fine cars. 

Sixty -nine acres of land have been added to the twenty-six 
acres previously occupied, making the present total ninety-five 

The actual manufacturing space has been increased more than 
50 per cent, over 500,000 square feet having been added to the 
1,000,000 square feet which were available in 1919. 

A building devoted exclusively to Essex assembly, a complete 
axle plant and a thoroughly equipped heat treatment unit have 
been built, the machinery installed, and partly in operation. 

The capacity of the power plant has been increased nearly 100 
per cent, great loading docks have been built and work is well 
under way on the world's largest service building. 

The completion of this gigantic building program, designed to 
take care not only of present but also of future needs, insures 
that Hudson and Essex will continue to be the world's largest 
fine car builders. 

Digitized by 



Birdseye View of the Latest Factory 

Shipping dock and axle and heat treatment plants 

New Axle and Heat Treatment Plants Are Notable 
For Completeness of Equipment 

HPWO of the most important units added 
to the factory in the past year are the 
new axle and heat treatment plants. 

These give assurance that the supply of 
axles will be adequate for the present needs 
of production and insurance that future 
growth will be taken care of. 

Front and rear axles will be produced for 
both the Hudson and the Essex. Timken 
bearings will be used and the design will be 
the same as that which has proved so suc- 
cessful in the past. 

The present capacity of the plant will sup- 
ply only part of the Hudson and Essex needs, 
the output being used to supplement the 
supply of axles received from Timken. 

Special Material Used 

The axle plant is of the same type of con- 
struction as the building for the assembly of 
Essex cars and contains 120,000 square feet 
of manufacturing space besides the great 
shipping dock that runs along its side. 

All material used will be built to 
special specifications. Forgings, when 
received in the stock room, will be 
sent to the heat treatment plant and 
then returned for machining. Gears 
also will go to heat treatment and 
then back for grinding. 

The axle carrier will be assembled 
with the gears on a conveyor after 
which it will be taken to a sound-proof 
room and run under power to assure 
its quietness of operation. Then the 
carrier and housing will be assembled 
with the drive shafts for final inspec- 

Heat Exactly Controlled 

The heat treatment plant contains 

20,000 square feet of manufacturing space 
and will be used not only for axle parts 
but also other material used throughout the 
motor and chassis. 

The plant contains seven pairs of Tate- 
Jones oil burning furnaces. Four of these will 
be used for carbonizing and three for heat 
treatment. The exact degree of heat in each 
furnace is electrically controlled from a central 
room by means of pyrometers. 

The furnaces are in one line, the quench- 
ing tanks being placed on tracks in front of 
them. These quenching tanks are movable 
and may be placed in front of any furnace 
desired to remove during the charging of the 

Both the axle and the heat treatment 
plants contain every device known to modern 
shop practice and in addition many exclu- 
sive features designed by Hudson engineers 
to give the utmost efficiency while assuring 
the highest degree of accuracy in the output. 

End of Essex Chassis Paint Lines 

Afford Unrivaled Facilities 

The plant unit of which these two buildings 
are part is located about two blocks from the 
main factory and consists of five buildings 
of which the plant for assembling the Essex 
is the largest. In addition there is a small 
auxiliary power house and the building which 
was erected for war work. 

The latter contains stock room, offices and 
the inspection and receiving departments. 
In completeness of detail and efficiency all 
of these units represent the highest develop- 
ment of factory engineering science and 
afford unrivaled facilities for economical pro- 
duction and for maintaining the highest stan- 
dards of workmanship and material in the 

The power is taken through tunnels under 
the street from the power house which also 
supplies the main factory. The capacity of 
this power house has been approximately 
doubled in the past year, great turbines hav- 
ing been installed for the generation 
of electricity which will be used in all 
of the plants. 

Hudson Lines Moved 

Steam for heating purposes and for 
the paint ovens will be supplied by 
using the exhaust from the engines. 
In this way power which previously 
has been wasted will be utilized for the 
operation of machinery and the 
lighting of the plants. 

The assembly of Hudson cars will be 
continued in the main factory with a 
great increase in facilities, the present 
production lines being abandoned and 
new ones built. The factory offices will 
occupy the space now taken up by the 
production lines. 

Digitized by 



Additions Made in the Past Year 

Essex assembly plant and receiving and inspection building 

Plant for Assembling the Essex Provides Unrivalled 
Facilities for Fine Workmanship 

TNCORPORATING many exclusive fea- 
tures designed by Hudson engineers, the 
plant for the assembly of Essex cars sets a 
new standard for efficiency and complete- 
ness of equipment. 

A single story in height, the building is 
340 feet wide by 400 feet long and is of steel 
and concrete construction. The side walls 
are almost a solid expanse of windows. The 
unique, double saw-tooth roof not only gives 
a great additional amount of light, but pro- 
vides for more perfect ventilation than has 
ever been obtainable heretofore in this type 
of building. 

Economy of Space 

Long assembly chains, gigantic paint ovens, 
final tune drums and export and domestic 
shipping facilities are all under one roof and 
give an impression of magnitude which must 
be seen to be fully realized. 

The use of portable trucks for handling the 
frames, chassis and bodies has been entirely 
eliminated resulting in a great saving of floor 
space. The assembly trucks used are 
attached to the assembly chains and 
at the end of every line return through 
tunnels under the floor to the start- 
ing point. 

From the time a frame starts down 
the chassis line until it rolls off the 
final assembly line under its own power, 
it is never moved by human hands. 
Its transfer from one line to the next 
is accomplished entirely by overhead 

Ovens on Platform 

A great amount of storage space 
has been provided by elevating the 
second chassis paint ovens. The wheel 
paint department, lockers, some of the 

offices and washrooms also have been raised 
above the floor level, allowing for a more 
compact and efficient organization of the 

The cars are assembled on three parallel 
lines stretching nearly the full length of the 
building. Each of these lines consists of three 
sets of chains. 

The first lines are for the chassis assembly 
and they pass through the first chassis paint 
ovens. At the end of these lines, an overhead 
crane picks up the chassis and transfers it to 
an overhead platform containing the second 
chassis paint ovens. 

When the chassis emerges from these ovens 
on the chain conveyor, the wheels fitted with 
tires are attached and an overhead crane 
lifts it to the final assembly lines. 

Picking Up Bodies 

Half way down the final assembly lines 
and at right angles to them are the body as- 
sembly lines. When the chassis reaches this 
point on its journey, another overhead crane 

Ground Work on Service Building 

picks up a body and places it on the chassis 
which continues its journey. 

At the end of the final assembly lines, oil, 
gasoline and water are placed in the car which 
is cranked by its own starter and rolls over 
to the final tune drums under its own power. 
The plant has a capacity of 250 cars a day. 

The entire journey from the time the frame 
was placed on the conveyor until the car was 
ready for its final tests has taken just six and 
one-half hours. This, of course, is the time 
it has taken to assemble the various units 
and not the time required to build the entire 

Crates Built on Conveyor 

Besides the assembly lines, this building 
unit contains body storage space, the bodies 
being painted and trimmed in the main fac- 
tory as in the past. It also contains export 
and domestic shipping facilities and one entire 
side of the building along the railway tracks 
is taken up by a great canopied loading plat- 

For export crating a progressive sys- 
tem of production has been installed 
The crates are built on conveyors and 
at the proper time the car is run on 
the conveyor and packed in progressive 
stages, coming off at the loading dock 
completely boxed and ready for ship- 
ment to any part of the world. 

A specially designed crane handles 
the cars on the loading dock, which is 
five hundred feet long and seventy-five 
feet wide. A canopy roof over the 
the dock gives protection in any kind 
of weather. Every facility is afforded 
for the quick handling of the cars dur- 
ing the loading operation. 

Digitized by 



Essex Chassis Paint and Assembly Lines 

Essex Saves Its Owner Lost 
in Ogeechee Swamp 

"(^N October 3rd last, I left Las 
V-/ Animas, Colorado, in my Essex 
touring car which I drove across coun- 
try to Savannah, Ga., arriving there 
on Oct. 15th," writes Capt. Gustav 
Karow, of the U. S. Marines. 

"With detours, the distance covered 
was 1,400 miles. I was accompanied 
by my wife, baby, nurse and dog. The 
dog rode the entire distance on the 
running board. The route we took 
follows: Kansas City, St. Louis, Belle- 
ville, 111., Vincennes, Ind., Louisville, 
Ky., Nashville, Tenn., Huntsville, 
Ala., Rome, Ga., Atlanta, Statesboro 
and Savannah. 

"After leaving Belleville, we struck 
rain and had it for four days, and the 
roads that we came over were incon- 
ceivable. I wore out a set of chains 
in those days. One place that we 
came to the county kept a team 
of mules to pull stranded cars 
out of the mud. It looked like 
a puddle, or small pond, and I 
asked the mule driver if he 
thought I could get through. 
He said that every car that had 
tried it had been stuck. 

"Nevertheless we had such 
confidence in the Essex that we 
went ahead unaided. The water 
came up over the running boards, 
but I did not need the mules. 
This was between Huntsville and 
Sand Mountain. The only repair 
I had to make on the entire trip 
was to replace two broken shackle 
bolts, but the passengers and 
baggage weighed a great deal. 

"The engine functioned per- 
fectly. I had only one puncture 
and that after I reached Georgia. 
I am still using the same set of 
tires and have had only one ether 

puncture, although in all I have trav- 
eled over seven thousand miles on 
them. They are Fisk fabric and came 
on the car. 

"The trip from Las Animas to 
Savannah was made in thirteen days, 
as we stopped every night except the 
last, when we became lost in the 
Ogeechee swamp in Georgia. That 
last day and night I ran the motor 
continuously for twenty-six hours 
with three half- hour stops for meals. 
Upon my arrival in Savannah, I had 
the valves ground and the car was 
ready to go back again if need be. 

The Mystery Deepens 

The mystery surrounding the disappear- 
ance of an 80-foot express car recently leased 
by A. £. Kirk and scheduled to make four 
round trips each month between Detroit and 
Hutchinson, Kansas, is still unsolved. 

This car, described as being painted a 
bright red, was due to arrive in Detroit on 
its maiden journey on February 2nd. Every 
effort to locate it has failed. 

Hudson and Essex Win Five 
Races in San Angelo 

T T takes a long time for news to come 
A from San Angelo, Texas, and be- 
sides they have been too busy selling 
cars down there, according to Sam 
Adler, of Dallas. 

But better late than never. Any- 
how it was in San Angelo that the 
Hudson Super-Six and the Essex just 
about ran away with everything in 
sight at the races staged on Thanks- 
giving Day. 

A Hudson, driven by Glenn Breed, 
captured all three events in which it 
was entered, while an Essex, driven 
by J. A. Mais and Walter Buck, won 
two victories. 

In addition Mrs. Alfrieda Mais, who 
drove an Essex, was awarded a 
popular decision over a Canadian- 
Curtis airplane in a novelty race. 

The Hudson captured the one 
mile free-for-all in 55 seconds. 

In the five-mile event for 
professionals driving cars of 281 
inches piston displacement or 
under, Mais finished first in 5 :05. 

The three-mile race for stock 
cars driven by dealers was won 
by Buck in 3 :56. 

The five mile race for profes- 
sionals driving cars of 300 cubic 
inches displacement or under 
was won by Breed's Hudson, 
Mais in an Essex finishing second. 
Time 4:46 2-5. 

The twenty-five mile race, free- 
for-all, was won by Breed. Mais 
finished third. Time 23:37. 

Essex Final Tune 


EAK men wait for opportu- 
nities, strong men make them * 

Digitized by 






Co-operation of All is Needed in 

Present Situation 

CONDITIONS in the automobile field are 
changing so rapidly that it is almost im- 
possible to forecast the daily developments. 

This, therefore, is simply a review of the 
situation that has existed since the first of the 
year, so that you may know some of the diffi- 
culties the factory has had to overcome. 

Owing to the shortage of railway equipment 
and the lack of storage facilities in Detroit, it 
was necessary at one time in January, to 
park more than 500 cars in a snow-covered, 
vacant lot, where they were protected at night 
by armed guards. 

At that time, because of the impossibility of 
obtaining anywhere near the number of freight 
cars needed to move the output, the factory faced 
an immediate curtailment of production and an 
appeal was sent to all distributors urging the 
necessity of drive-aways. 

The answer from most sections of the country 
was a prompt and unquestioning pledge of loyal 
co-operation. On just a few hours' notice, men 
left their firesides and families and hurried to 
Detroit to face the rigors of one of the most 
severe winters ever experienced. 

Over snow- covered and storm -swept roads, 
with the mercury often registering below zero, 
cars were driven in fleets for hundreds of miles 
to points from which they could be either tem- 
porarily stored or shipped. 

Day and night, regardless of the handicaps 
imposed by the severity of the weather, the long 
"caravans," so named because of their slow 
progress, crept over the roads so that the way 
might be cleared for continued production. 

But more than the mere disposal of the output 
was necessary to keep the wheels of the factory 
turning. The shortage of freight cars also 
affected the bringing in of raw material. 

To meet this new emergency, fleets of motor 
trucks were organized and are now in daily 

operation to points as far south as Youngstown, 
Ohio, and as far west as Chicago. 

"Stock Chasers" were sent to all sections of the 
country to bring in small parts in trunks as 
personal baggage and in hand grips. In one 
instance 300 shutter control levers were brought 
from the east in one trunk. 

The supply of bodies also was affected, and for 
a period of fourteen days not a single enclosed 
body was received at the factory. During this 
time production continued from reserve stocks 
and by using other models. 

In some instances during the past few weeks, 
as a result of this shortage of supplies, cars were 
sent out without cushions, door handles or other 
small parts. 

And so today, although this material is coming 
in more freely as the lines of communication are 
slowly being restored or replaced, cars are going 
out without seat cushions because of the necessity 
of filling all back orders first. 

Meanwhile, materials were daily increasing 
in cost. In many cases these raises were made 
in the face of contracts which specified lower 
figures, but they had to be met to enable the parts 
makers to continue in business. 

But, despite every handicap, production was 
continued until now it is fully protected by 
drive-aways. The shortage of freight cars still 
continues acute but some relief is promised with 
the coming of warmer weather. 

For the present, everything possible is being 
done by the factory to maintain production and 
distribution. Seemingly insurmountable obstacles 
have been overcome and any others that the 
future may bring will be met as they arise. 

It has been necessary to rearrange shipping 
schedules because of production conditions, and 
allotments have been necessarily disturbed and 

But it is necessary for everyone to realize that 
this is a period calling for the patience and co- 
operation of every member of the organization. 

Digitized by 



Beautiful Hudson and Essex Home in Mexico 

FEW persons think of Mexico except as a land of perpetual unrest, but, never- 
theless, it would be hard to find a more beautiful or distinctive automobile palace 
than the home of the Campania Automotriz Mexicana y Cia, Hudson and Essex dis- 
tributors in Mexico City. The entire front of the building is of leaded glass. The 
interior of the salesroom is finished in cool white, the lofty ceiling adding a pleasing 
touch of dignity and simplicity. 

Hudson Repair Bill is Only 
$13.85 for 23,000 Miles 

John B. Wiggins, of Chicago, whose adver- 
tising has made him famous, has driven his 
1917 Hudson 23,000 miles at a total repair 
cost of $13.85. This was for burned out bear- 
ings caused by letting his oil get low. He is 
using his second set of tires which have given 
him 14,000 miles and "look good for 5,000 

"In 1917 I was in the market for a higher 
priced car," said Mr. Wiggins, "and had not 
seriously considered a Hudson. One of your 
salesmen got in to see me, however, and told 
such a "wild" story of Hudson performance 
that I decided to give him a chance to make 
good or — as I expected — to fall down. 

"We went out to the Hubbards Woods hill. 
The other car had made what I considered a 
very good showing but was forced to shift 
before going over the top. Your man started 
from a standstill at the bottom on high gear 

and pulled over at 25 miles per hour. It was 
a surprise to me as I did not think it possible. 
We then went back to the foot of the hill and 
tried it again. The second time we gave the 
car an average chance by shifting through 
gears. We crossed the crest of the hill at 47 
miles an hour. 

"That converted me to the Hudson. I 
phoned in my order the next morning. 

"After three years of use I am pleased more 
than ever with my car." 

E. S. Johnson is Honored 

E. S. Johnson, of the Johnson Auto Sales 
Co., of Twin Falls, Idaho, has been appointed 
a member of the Federal highway council of 
Washington, D. C. Charles O. Rulon, for 
years assistant general manager of the Botte- 
rill Automobile Co., of Salt Lake, has joined 
the Johnson organization, having acquired 
an interest. He will occupy the position of 
general manager. 

Lone Woman in Hudson Tours 
80,000 Miles in Four Years 

TN four years Mrs. H. Stenzel, of 
San Lorenzo, Calif., has driven 
two Hudson Super-Sixes more than 
80,000 miles, an eloquent tribute to 
the endurance and reliability of the 
cars, as she usually travels alone. 

Mrs. Stenzel bought a Super-Six 
seven-passenger phaeton in 1916, and 
when she turned it in and acquired a 
Hudson Sedan, in December, 1917, 
the speedometer registered approxi- 
mately 30,000 miles. 

Since that date she has traveled 
more than 50,000 miles in her sedan, 
and there are few roads worthy of the 
name either in California or Arizona 
on which the tires of her car have not 
left their imprint. 

On a recent trip to southern Cali- 
fornia, Mrs. Stenzel covered the dis- 
tance from Oakland to Los Angeles in 
about twelve hours actual time and 
returned at the same rate of speed. 
On the trip south she was forced to 
make a five mile detour through soft 
earth up to the wheel hubs. 

The roughness of this detour is in- 
dicated by the fact that the glass in 
the windshield of the sedan was 
shattered, but nevertheless the car 
came through under its own power 
without the slightest mechanical diffi- 
culty. Mrs Stenzel says that she has 
found her car to be a royal good com- 
panion in itself and has never found a 
man necessary as a utensil on any of 
her tours because the sedan never 
gives her the slightest trouble. 

Buys His Third Essex 

Mr. E. L. Bruce, Jr., Secretary of the E. L. 
Bruce Company, of Little Rock, Ark., the 
largest producers of hardwood flooring in the 
world, has just purchased his third Essex car. 

Mr. Bruce has owned almost all of the high 
priced cars made, but now is driving nothing 
but the Essex. His Essex touring car has been 
turned over to his company for use at one of 
his new plants and his second touring car will 
be used by himself, while wife drives an 
Essex Sedan. 

Digitized by 



When It Paid One Salesman 
to Be Ahead of Time 

A CERTAIN automobile salesman 
was once told to call at a certain 
hour of a certain day on an official of 
a big corporation which was in the 
market for several cars to be used by 
its representatives. 

When the salesman called he found 
seven other rival salesman waiting to 
keep the same appointment. Inside 
the prospect's office was a young man 
who had the foresight to keep the same 
appointment fifteen minutes ahead of 

Putting off seeing people and doing 
later on things which could just as 
well be done at once are common 
faults with nearly everyone. How 
often we tell ourselves: "I really have 
not been working hard this week, but 
I am going to get started next week. 
Just wait until next week." 

But next week it is the same story 
over again. It is so easy to start "later 
on." All of us have a lot of things to 
do when we get to them. The thing 
is to get to them today and do them. 
Hell is paved with good intentions. 

The salesman who puts good reso- 
lutions into circulation is the fellow 
who is going to make the big money 
not only now but in the years to come. 
He will be accomplishing things while 
the other fellow is getting started. 
The moral effect of doing a thing 
immediately is wonderful. Try it 
and see. 

Every Window An Invaluable Asset 

In Boosting Sales if Properly Used 

"p^VERYONE in Chicago knows 
"^ the high quality of merchandise 
carried by Marshall Field's and real- 
izes that almost every material human 
want may be satisfied within its walls. 

And yet Field's spends hundreds of 
thousands of dollars every year in 
window displays to attract attention 

Governor of Nebraska an Essex Booster 

to its wares. Why? Because those 
windows represent an invaluable asset 
and actually sell goods. 

The same thing is true of the win- 
dows of an automobile salesroom. 
Wherever it may be located, whether 
it is rented or owned outright, a large 
percentage of the rent or cost of the 
salesroom is based on the value of its 
windows. To leave them empty, then, 
is to neglect one of your most valuable 

Digitized by LiOOQ IC 


Essex 15-Day Non-Stop Run 
Feature of Chicago Show 

A WONDERFUL demonstration of Essex 

endurance was combined with a publicity 

14 stunt" that attracted wide attention by the 

Hudson Motor Co. of Illinois during the week 

of the Chicago Automobile Show. 

* 4 Watch for the White Essex," 44 Hail the 
Driver, He'll Take You Wherever You Want 
To Go," "Don't faili:o Ride in the Essex." 

These were some of the headlines used in 
special newspaper advertisements heralding 
the appearance of a white Essex which was 
kept running day and night through the streets 
and boulevards from the time the show 
opened until it closed. 

The advertisements also directed attention 
to the fact that this Essex was making a non- 
stop run. From the time the motor was 
started at 2 p. m. on Jan. 24th, when the 
doors were thrown open on the show, until 
the exhibit closed the night of Jan. 31st, it 
was announced, the engine would be kept 
running continuously. 

Not only was this promise kept, but the 
motor was running so well at the end of the 
week that it was decided not to stop it but to 
continue the run during the following week 
for the show at Evanston, a Chicago suburb. 

As a result the motor was kept running 
until Saturday night, Feb. 7th, making a 
non-stop run of fifteen days during which the 
car covered 3,285 miles without encountering 
the slightest difficulty and at the finish it was 
running even more sweetly than it had at the 
start on Jan. 24th. 

The car itself attracted wide attention 
wherever it appeared and even rival exhibitors 
availed themselves of the opportunity for 
free rides. 

"What's the use of paying taxi fares?" said 
the representative of one big company after 
he had hailed the car and had been taken 

Doing Business as Usual, Despite Fire 

WITHIN a few hours after fire had destroyed the salesroom occupied by E. W. 
Williams, Hudson and Essex representative of Bennington, Vt., he had converted 
an outlying storage building into a new headquarters and was carrying on business 
as usual. Rustic decorations were used, as shown in the above picture, to make the 
salesroom attractive. 

clear to the south side on a business call. 
"This will beat any taxi in the world." 

As one result of the interest created by the 
show and by the White Essex, it is notable 
that the Chicago retail Essex sales alone dur- 
ing the first nine days of the month totaled 
fifteen cars. 

<4 The non-stop run was an unqualified suc- 
cess in every way," says J. R. Histed, who 
conceived the idea. * 'Being one of the most 
severe tests to which the Essex has been put, 
it is only another proof of its endurance and 
sturdy construction." 

Coupon Books for Everything 

$135 Depreciation on Hudson 
After 41,293 Miles Service 

W. V. Campbell of Kansas City ordered a 
new seven-passenger Hudson, with the under- 
standing that his old 1916 Super-Six was to 
be appraised at the time of delivery of the 
newer car. 

Of course he told his friends about ordering 
the newer model, and much to his surprise 
immediately received several offers for his old 
car. After turning down several good ones 
he finally accepted $1300 in cash from the 
assistant manager of the Shaw Taxicab Co., 
a man with a thorough knowledge of mechan- 
ics and who should be a good judge of a 
motor car's condition. The speedometer 
registered 41,293 miles when the car was 
turned over to him. 

Mr. Campbell was of course overjoyed at 
the small depreciation, as he originally only 
paid $1435 for this car, and immediately 
changed his order from a seven-passenger 
touring to a seven -passenger sedan. 

Fishel Increases Facilities 

L. E. Fishel, president of the Motor Com- 
pany, of Winston -Salem, N. C, has begun the 
remodelling of the building occupied by the 
Motor Company which will be made into one 
of the finest automobile structures in the 

The present showroom will be almost 
doubled in size to afford more space for show- 
ing Hudson and Essex cars to care for the con- 
stantly expanding business. 

Roadster Easy on Tires 

Paul Norvel, who lives on Savannah River 
near Aiken, S. C, reports that he has driven 
his Essex roadster 18,000 miles over the worst 
roads in the south on two sets of tires. "When 
I get a new car," he says, "it will be another 

Digitized by 






It's Just as Easy to Sell Five at a 

Time as it is One 


T was the biggest night of the week at the 
automobile show. 

A seemingly endless stream of humanity was 
flowing through the aisles. 

So dense was the crowd that it was only after 
the greatest exertion that a small man in a black 
overcoat managed to reach the Hudson exhibit. 

Every salesman in sight was busy and some 
time elapsed before the newcomer was able to 
grab one by the arm. 

"Got an order blank handy," he demanded. 

The salesman pulled one from his pocket, 
asking what model was desired. 

"Just make it out for four Limousines and one 
Phaeton and I'll sign it now," was the answer. 

"What?" demanded the salesman, unable to 
believe his ears. 

"Four Limousines and one Phaeton," repeated 
the prospect, presenting a card bearing the 
imprint of one of the nation's biggest corporations. 

"They are for the use of our officials in getting 
around the city," he explained. "We have been 
using several different makes of cars but have 
decided to standardize Hudsons because of their 
reliability and economy and also because they 
offer everything we could desire in the way of 
appearance and comfort." 

T^HIS incident took place in one of the largest 
-** cities in the United States. 

Unusual? Yes, but at almost the same 
instant a packing company in a small Indiana 
city was ordering four Essex Roadsters. 

At Fort Worth, Texas, a big oil company was 
obtaining delivery of four Hudson Phaetons for 
the use of its representatives. 

And in Los Angeles a wholesale grocer was 

buying five Essex Roadsters to enable his sales- 
men to cover their territory more quickly. 

In every case these sales were made in open 
competition against cars costing much more and 
much less than either the Hudson or the Essex. 

They were made purely on merit -on the 
proved lower depreciation, greater economy, 
superior dependability and the prestige which the 
possession of a Hudson or Essex confers upon its 

These sales also show that the automobile has 
become as great a necessity of modern business as 
the railway, telegraph or telephone and new 
commercial uses are being found for it daily. 

At the same time, corporations which have been 
buying the lowest priced cars obtainable, are now 
beginning to recognize that a cheap car is just as 
unprofitable an investment as a cheap salesman. 

The result is an almost unlimited and excep- 
tionally profitable field for the sale of Hudson 
and Essex cars for business purposes. 

THE supreme advantages of the Hudson or 
Essex for commercial service may be easily 

The high quality of material and workmanship 
used in both, reduce depreciation to a minimum. 

Their simplicity and sturdy construction result 
in the greatest dependability and eliminate the 
necessity for frequent mechanical adjustments. 

The quick acceleration of both cars enables 
them to thread their way through congested 
traffic with the utmost speed, thus resulting in a 
great saving of time. 

Their comfort and ease of control conserve 
the energy of the driver and thus enable him to 
cover more territory without fatigue. 

But above all else, both cars are worthy repre- 
sentatives of which any organization, however 
great, may feel a just pride. 

Digitized by 



Essex Blazes Trail For Big Farm Caravan 

rilS is the Essex pilot car, driven by W. Murray Hogan, general manager of the 
Imperial Motor Car Co., Nashville, Tenn., which blazed the trail for the Motor- 
ized Farm Caravan which toured middle Tennessee during January. The caravan 
consisted of some twenty heavy duty trucks and six passenger cars. The party 
consisted of students of transportation, farm experts, exponents of good roads and 
truck and tractor men who furnished the crowds along the route food for thought 
on farm motorization. 

Hudson-Brace Co. in $300,000 
Program of Expansion 

The Hudson-Brace Motor Co., of Kansas 
City, has exercised a purchase option to ac- 
quire for $155,000 the property occupied by 
it in order that the company may carry out 
extensive building plans this year. 

The purchase of the three-story building 
erected for its occupancy in 1918 under a two- 
year lease, carries with it another tract to the 
east so that the property now occupies a full 
block from Grand avenue to Walnut street. 

A fourth floor will be added to the present 
building, which will be extended to Walnut 
street, resulting in a total investment of about 
$300,000. The completed building will have 
a frontage of 266 feet fronting on the approach 
to Penn Valley Park and the site chosen for 
the Liberty Memorial. 

The enlargement will double the present 
floor space, so that one hundred .thousand 
square feet of space will be devoted exclusively 
to Hudson and Essex sales and service. 

Kirk Car Mystery is Solved 

After weeks of search, the 80-foot express 
car leased by A. E. Kirk, of Hutchinson, Kan., 
arrived at the factory late last week, was 
hurriedly loaded and is now reported safely on 
its way back to Hutchinson. Mr. Kirk is now 
reported to be working on a collapsible wing 
arrangement so that the car may be converted 
into an airplane and so make up for the time 

THE only hard part of a hard job is the 
getting at it. 

THE reason why a thing can't be done 
is nothing but a mental hazard nine 
times out of ten — simply a state of mind. 

Jumps From $15 Weekly to 
Assistant General Manager 

B. M. ("Bill") Taylor has been appointed 
assistant general manager of the H. O. Har- 
rison Co., San Francisco, while G. E. Griffin 
has been made manager of Hudson Super-Six 
sales and L. E. Townsly becomes Essex sales 

The story of Taylor's career in the auto- 
mobile world reads like fiction. Eight years 
ago he went to San Francisco from the north 
and obtained a "temporary" position in the 
stock department of the H. O. Harrison 
company at a salary of $15 a week. It was 
not long, however, until his exceptional 
qualities were recognized and he was advanced 
the first step up the ladder. 

Within a short time he was made manager 
of the parts and accessories departments and 
later became purchasing agent. About two 
years ago he was appointed wholesale man- 
ager. Today he holds one of the most respon- 
sible positions in the motor car business in 
San Francisco. 

Mr. Griffin joined the Harrison organization 
about a year ago and set up an enviable motor 
car selling record for that time. Mr. Townsly, 
who has been identified with the automobile 
trade for many years on the coast, has just 
returned from a trip to the far east. 

Owner Reads All Essex "Ads" 
"They All Ring True" 

"Like all other Essex owners, I feel a just 
pride of ownership," writes C. A. Griffin, 
agent of the Fidelity-Phenix Fire Insurance 
Co., Edgefield, S. C. "It is a genuine pleasure 
to drive such a car and if it were possible, I 
think more and more of it as I drive it. 

"It has to me a distinctive individuality 
about it that does not exist in any other car I 
ever saw, and in driving, it is more like steer- 
ing a boat in smooth water than like steering 
an automobile on a road. 

"The first thing I look for when the Satur- 
day Evening Post arrives is the Essex adver- 
tisement, which I read with a great deal of 
interest. Since the first one was published 
more than a year ago, nothing has ever ap- 
peared in any of these advertisements that is 
not absolutely true." 

The Whitaker-Hollis Salesrooms at Decatur, Illinois, showing twenty-seven Hudson and Essex cars 

driven overland from Detroit. 

Digitized by VjOOQ IC 


Essex is Used as Snow Plow 
to Clear Way For Traffic 

NEVER let 'em stop talking about the 
That is the motto of Earl W. Williams, of 
Bennington, Vt. 

So when the recent blizzard was followed 
by a hard blow that drifted badly and 
closed several of the roads in New England, 
Mr. Williams volunteered his services to open 

This was some undertaking, as the drifts 
were so bad that a local physician who under- 
took to visit a patient in the western section 
of the town the night before became stalled 
with his car and was unable to make further 

The drifts were so hard that it was possible 
for a man to walk anywhere without breaking 
through, and, in some places, the snow was 
packed into the highways to the depth of two 
feet. Nevertheless, Mr. Williams undertook 
the task with an Essex which he had equipped 
with white wire wheels. Used as a battering 
ram, the Essex bucked the drifts repeatedly 
and in half a day had cleared all the roads for 
traffic of any kind. 

"The White Wheeled Essex is attracting 
much attention and now everyone is looking 
for it and talking about it," says Mr. Williams. 
This has helped the enthusiam aroused by 
our Christmas demonstrations when we gave 
everyone we could find on the streets, includ- 
ing the school children, a ride in an Essex 
Sedan. Many of the prospects gathered in at 
that time have been closed since, and every 
kid in town shouts Essex at every one he sees 
and the tone is full of goodwill. 

"The number of cars sold this winter and 
orders taken have outdone to an unbelievable 
degree the business of any other winter. On 
the first of February we had orders on hand 
for five Hudsons and nine Essex cars." 

The Railway Situation 

TN the year 1919 only 686 miles of new rail- 
-*• way were built in the United States. Even 
that small extent of track does not represent 
increased mileage, for during the year 689 
miles of main-line track were abandoned. In 
other words, for the first year since the first 
rail was laid in America the increase in the 
mileage of the railways of the United States 
came almost to a standstill. 

Hudson "54" is Turned Into Carryall After 
70,000 Miles of Service 

IT would be hard to find a more convincing proof of Hudson depend- 
ability and endurance than is furnished by this Hudson "54," owned 
by H. J. Bristol, President of the Bristol Taxi Company of Los Angeles. 

Before this car appeared on the streets in its present elongated shape, 
it had already seen more than 70,000 miles of strenuous service. 

Such a mileage record would be considered the maximum life of an 
ordinary car, but Mr. Bristol has long been familiar with Hudson 

So he has lengthened the frame of this "54," and it is now giving 
most satisfactory service, carrying from twenty to thirty members of 
motion picture companies to the various locations in southern 
California daily. 

What Essex Owners Say 

I have driven my Essex 7864 miles without 
any trouble and I am still using the same tires 
that came with the car. Apparently they are 
good for several thousand miles yet. If I ever 
buy another car, it will be an Essex Sedan. 
— W. K. SAYRE, Newark, N.J. 

Seven thousand miles of travel in my 
Essex has proved that it would go as fast as 
I wished or as slow, and that, no matter how 
fast or slow or far we drove, the car rides so 

smoothly that it does not tire the driver at the 
journey's end. Altogether, my wife and my- 
self are delighted with the Essex which seems 
to get better every time we go out in it, and if 
anything happened to it we would certainly 
get another just like it. 

— F. D. CORWIN, Pine Bush, N.Y. 

My "Baby Hudson," as I call my Essex is an 
exceptionally fine car and compares only with 
larger and more expensive cars. It is eco- 
nomical on gas and uses very little oil. It has 
been driven 4,000 miles and I have never had 
a puncture. 

— M. A. KEENEY, Middletown, N. Y. 

Despite the severity of the weather, these cars ended their 575 -mile journey in perfect condition and without 

encountering the slightest difficulty! 

Digitized by 



Autos Soon to Rank Second 
Only to Steel Industry 

TT was only twenty years ago that auto- 
**■ mobiles were barred from Central Park, 
New York, and yet within these two decades 
no year has gone by, except 1918, which has 
not seen an increased demand for cars. 

During this time passenger cars have 
advanced from the position of toys for .the 
rich to a position on a par with the telephone, 
telegraph and the railways as time savers and 
transportation necessities. 

Passenger car production in 1919 was 
slightly less than in 1917, totalling 1,586,787 
cars, according to figures just given out in a 
report of the National Automobile Chamber 
of Commerce. 

Second Only to Steel 

The total wholesale value of these cars was 
$1,399,282,995, an average of $882 per car, 
which when combined with the value of motor 
trucks, tires and accessories brings the indus- 
try close to the two billion dollar class, with 
this year the practical certainty that its 
position will be second only to steel among 
the manufacturing industries of the country, 
according to the report. 

The passenger car production figures for 
the past few years follow : 


Variety, Even in Signs, is the Spice of Life 







$ 4,750,000 



















Southern States Lead 

The biggest percentage of increase in the 
registration of cars during the past two years 
has been in the agricultural districts, the 
report says. The leaders are Tennessee, 
Alabama, Louisiana and Georgia where the 
percentage of increase over 1918 has ranged 
from 29 per cent down to 16 per cent. New 
York has the greatest number of cars reg- 
istered, approximately 570,000 or one for 
every 18 people in the state. Ohio is second 
with about 511,000. 

Nebraska and Iowa are pretty close for the 
honor of the greatest number of cars per 
capita, Iowa with 365,000 and Nebraska 
201,000 or one car for every 6 1 < 2 persons. 

Mississippi has the fewest cars registered, 
less than one for every 50 persons, with Ala- 
bama next, one for every 43 persons. Better 
roads are expected to change this situation. 

ERNEST SCHNIEDER, president of the Washington Auto Company, 
Inc., Yakima, Wash., believes that variety is the spice of life, even 
in signs. And so the electrical sign in front of his salesroom is equipped 
with changeable letters which are altered each week to feature the 
headlines used in the Hudson and Essex advertisements in the Satur- 
day Evening Post. 

Essex Covers 250 Miles with 
Mercury 18 Degrees Below 

With the mercury registering between 12 
and 18 degrees below zero, H. D. Campbell, of 
the Clayton County Auto Co., Strawberry 
Point, la., recently drove his Essex from 
Aurora, 111., to Cedar Rapids, la. 

The distance of 250 miles was covered in 19 
hours and 25 minutes, although snow-drifts as 
high as the fenders were encountered in many 
places. The only stops were for gasoline and 
oil and to adjust the chains. 

Fargo, North Dakota, Sales 
Set Record 

A REMARKABLE success was 
** scored by the Harrison Motor 
Company at the Fargo, N. D., auto- 
mobile show when their actual 
retail sales totalled 24 cars, 9 Hud- 
son and 15 Essex. The sales were 
divided as follows: 

Hudson : 1 Touring Limousine, 2 
Sedans, 1 Coupe, 2 Seven Passenger 
Phaetons and 3 Four Passenger 

Essex: 9 Touring, 6 Roadsters and 
2 Sedans. 

In addition the Harrison organi- 
zation closed up contracts with 
sub-dealers for 145 Hudson and 
Essex cars for the year of 1920. 

LJUDSON and Essex dealers from Tennessee who attended a recent convention 
* * at Nashville. James Frazer, president of the Imperial Motor Car Co., Hudson 
and Essex distributors, presided at the sessions which included a big banquet in the 

Essex is First Car Into the 
Yosemite Valley in 1920 

Two Essex cars, one driven by A. H. Patter 
son, of Stockton, Calif., and the other by Jack 
Hornell, of the H. O. Harrison Company, San 
Francisco, have achieved the coveted honor 
of being the first automobiles into the Yosem 
ite valley in 1920. 

The two cars made the trip to the snowed - 
in wonderland in two days, giving the rangers 
a big surprise. The journey was made over 
the Coulterville road, battling with snow up 
to three feet in depth. 

The return was made in the face of a storm 
that threatened to hold the two cars in the 
valley for the rest of the season, but both 
made the return journey without difficulty. 

Digitized by 






"Scup or Scrod?" 

THERE is a fish monger in a small New Eng- 
land town who is a real merchandizes 

Recently he went through the streets, blowing 
his horn and between blasts yelling: "Scup and 
Scrod" — two well known kinds of fish in that 

A woman came to the door and said: "Give me 
some scup." 

"Haven't got any scup," said the fishmonger. 

"Well, then," said the woman, "what are you 
yelling 'scup" for if you haven't any scup?" 

"Why," said the fish man, "I didn't want you 
to forget scup when I got scup." 

That is a policy that has been followed by the 
most successful distributors and dealers. 

Being oversold does not lure them into any 
relaxation of their efforts. Instead, they recog- 
nize the necessity of exerting all their energy to 
maintain this lead they have won. 

A MAGAZINE publisher asks merchants: "Are 
you well oversold — or badly oversold?" 

To take advantage of the present demand to 
relax sales efforts on even a single model is to be 
badly oversold. 

To be well oversold means that you are availing 
yourself of today's opportunity to prepare for 
tomorrow; that you are strengthening your organ- 
ization; that you are building up the good will of 
your owners, and that you are preparing your 
territory to take care of a constantly increasing 

If this is your position, then you are well over- 

To sit back, however, and proudly point to a 
present increase in business is sheer stupidity. 

No business can stand still. It must either go 
forward or backward. The minute it stops grow- 
ing it begins to slip downward. 

The man who wins is the one who can see the 
furthest ahead and who prepares the furthest 

Sales campaigns, like battles, usually are won 
long before they are fought. 

Victory goes to the side which is the best pre- 

KEEN observers already are predicting the 
coming of a new era of intensive merchan- 

Far-seeing distributors and dealers are getting 
ready for this period right now by perfecting new 
sales ideas and strengthening their organizations. 

They are planning today to take advantage of 
the enlarged opportunities the future will offer, 
secure in the knowledge that the Hudson and 
Essex afford the most solid foundation upon 
which they could build. 

While handling a second choice car might 
result in a temporary profit, they realize that 
permanent success can come only from the sale 
of a product of the proven value and quality of 
the Hudson and Essex. 

Hudson achievements during the past eleven 
years guarantee that it will continue in the- 
future as in the past to be the world's most popu- 
lar fine car. 

The Essex, which has inherited the qualities 
upon which Hudson prestige is founded, proved 
its leadership when it set a new world's sales 

Together they form a line, upon the unmatched 
merit of which every distributor and dealer may 
build as upon a rock. 

Digitized by 



From the White Triangle to White House? 

a^ his recent visit to Sioux Falls, S. D., Gov. Lowden, of Illinois, candidate for the 
Republican presidential nomination, was driven about the city in a Hudson Super- 
Six. Gov. Lowden and his wife are shown in the center of the group in the above 

Your Windows Are 24-Hour Salesmen ; 
Do You Make Them Sell Cars For You ? 

STEP out of the front entrance and 
take a good look at those twenty- 
four-hour salesman of yours — the 
windows of your salesroom. 

How do they impress you? Do they 
appear well dressed for real live bus- 
iness? Are they the right kind of 
salesmen to intrust with the task of 
interesting your prospects? 

Or have they a gloomy, forbidding 
appearance which might give visitors 
an everlastingly bad impression? You 
know, but perhaps you do not fully 
realize, that your windows are one of 
your best advertising mediums. A 
big share of your rent or the value of 
your property is represented by those 
windows. Are they or are they not 
selling cars for you? 

It is not enough to merely keep the 
glass clean so as to provide an attrac- 
tive view of your salesroom. To sus- 
tain interest it is just as essential to 
vary the appeal — to offer something 
new — in your windows as it is in a 
newspaper advertisement. What 
would you think of a merchant who 
ran the same ad week after week? 

There is a wide difference between 
selling automobiles and selling cigars, 
but the fundamental merchandising 
principles are the same. Therefore the 
experience of the United Cigar Stores 
Co. with its windows should interest 
every automobile man. The windows 
of a United Cigar Store are always 
clean and the displays are constantly 

"This One Thing I Do!" 

GENIUS is nothing but the 
power of making a continuous 
effort. Fix in your mind the thing 
you are going to do, the thing that 
is worth while, and then do it with 

A salesman is a genius who has 
the power of living up to the motto 
' 'This one thing I do," the power of 
continuous effort. 

There is no obstacle that cannot 
be overcome by the man who puts 
force and intelligence into his 
work. Obstacles are great only 
through lack of trying diligently 
and continuously to overcome 

being changed so as to sustain inter- 

But in addition, the displays are so 
arranged that the public cannot see 
the inside of the store through the 
windows. This is true also of most 
department stores. Why? Because it 
has been found by actual test that to 
display the interior to the passing 
public is to repel trade. 

Some people, seeing the store is 
crowded by glancing through the 
windows, would pass by in the hope of 
obtaining quicker service at some 
rival store. Others, seeing the store 
empty of customers, would deduce 
that it was not successful and would 
take their patronage elsewhere. 

Don't Wait for the Order to 
Come to You — Go After It 

NOT long ago a sales manager took 
a lagging salesman to task. The 
salesman set up the hoary old alibi 
that it wasn't his fault, he had been 
' 'trailing' ' a competitor. Whereupon 
the sales manager told him this story : 

"One day a knife grinder trudged 
down the main street of a small town, 
with his machine on his back, clanging 
his bell. He thought to himself, 'The 
people all know my bell. If they have 
any work to be done they will call 
me.' But no one called. He walked 
all morning without results. 

"Not long afterwards another knife 
grinder rounded the corner. He, too, 
carried a machine but no bell. When 
he reached the first gate he stopped 
and rang the door bell. To the lady 
who answered he said, 'I beg your par- 
don, but will you loan me your knife 
for a moment?' And the lady did. 
Going over to his machine he set it 
whirring and soon had a razor edge on 
the blade. He took it back to the 

" 'You are a good judge of cutlery/ 
he said. 'That is an excellent piece of 
steel, but try it now. Just draw the 
knife through this piece of paper.' 
The blade cut with clean precision. 
The lady was delighted. The grinder 
was paid for his work. During the 
remainder of the morning the grinder 
was busy with the patronage of that 
one block." 

The last man, of course, was a real 
salesman. The real salesman does not 
expect business to come to him. He 
goes after it and gets it. 

1 ■'. Kiii-i 

il ill ■, ■; • ; 

^■;;;^ si 

: : i ■; ; 'J , ■ f 1 1 

il r * ' ' ' ' 

In ; .: 

V.\'i]v:l-- * 

1 '. '* 

V-t : J 

AN advertisement printed in a Tokio 
newspaper by the Japan Automobile 
Co., Ltd., telling subjects of the Mikado 
of the achievements of the Essex. 

Digitized by 



Botterill Tells Owners How 
to Protect Pocketbooks 

"TCY)R the good of the owner's 
A pocketbook," Tom Botterill, of 
Denver, has just issued a little book- 
let entitled "Asbestos." 

"Speaking of the owner's pocket- 
book," he says, "prompts me to say 
that I am just as interested as he is in 
keeping his operating expenses low. I 
would much rather tell a driver how to 
prevent trouble than to fix up the 
damage afterward and have to charge 
him for the work." 

After tracing the history of asbestos 
for twenty-four hundred years since 
the time of Herodotus, Mr. Botterill 
takes up its use for the brake lining of 
the modern motor car and tells his 
owners how they may save themselves 
from annoyance and expense by hand- 
ling their brakes properly. These les- 
sons he sums up as follows: 

"First — Brake transmission joints 
should be kept well oiled to prevent 

"Second — Brakes should be cleaned 
with air hose whenever washed — or 
oftener — to prevent sand and gravel 
from working in between the band and 

"Third — Brakes should be handled 
gently, except in actual emergencies, 
for the good of the brakes, the good of 
the tires and the good of the owner's 

$28 Cost of Repairs on 1910 
Hudson in 40,000 Miles 

After more than 40,000 miles of use, all in 
Montana and in the mountain country at an 
elevation of about 5,000 feet, the 1910 Hudson 
owned by Adolph Renn, Hamilton, Mont., is 
still giving satisfactory service despite the 
rough use to which it has been subjected. 

The only repairs on this car since it was pur- 
chased are $18 spent for four new springs, one 
spindle, $5, and $5 spent on the rear axle. Ten 
tire casings have been used at a total cost of 
$200 while $15 has been spent for inner tubes. 
Two of the original inner tubes delivered with 
the car are still in use. 

The owner, after giving this information, 
closes his letter by saying: M The above is 
correct. If you don't believe it, come up and 

Now We Know Gen. Pershing's "Platform" 

GENERAL PERSHING in one of the four Hudson Super-Sixes which led the 
parade held in his honor in Salt Lake City recently. This is the second parade in 
the honor of a distinguished visitor to Salt Lake in the past few months in which 
Hudson Super-Sixes took the lead, President Wilson having used one during his visit 

Helps Owners Make Out 
Income Tax Return 

To show their interest in their 
owners, the Quig Motor Car Co., Inc., 
of Easton, Pa., is sending out the fol- 
lowing letter which they have found 
was much appreciated: 

We beg to give you the following informa- 
tion which we trust will be of value to you in 
making your Income Tax return for the year 

You have paid War Tax on purchases made 
from us during the year 1919 as follows: 

Automobile $ 

Equipment $ 

Total $ 

This amount is deductable in your tax re- 
turn, and may be entered in item "I" line two 
of forms 1040 and 1040 A, or in schedule A, 
line 16, of form 1120, depending upon the 
form you are required to use. 

Essex Draws a Bigger Crowd 
Than Mary Pickford 

If Charles Childers, president of the Gem 
City Motor Car Co., had known when he 
borrowed an Essex fitted with a plate glass 
hood from the Hudson-Frampton Motor Car 
Co., at St. Louis, for his own automobile show 
at Quincy, 111., — but judge for yourself. 

When Mr. Childers arrived in Quincy he 
had the car washed, lighted up the electrics 
under the hood and took the car out on 
Hampshire street to show the public how the 
Essex motor runs. The first stop was in 
front of a movie theater. 

The Essex proved a [better drawing card 
than Mary Pickford, scores of persons leav- 
ing the long line before the box office to view 
the car at the curb. The crowd increased so 
rapidly that soon all traffic on the street had 
to be stopped. Not even the street cars could 
get by. 

At this juncture someone turned in a riot 
call. The police answered the call in a patrol 
wagon, which was a Hudson car. Mr. Childers 
jumped out of the Essex and it was not until 
after the police had cleared the way for traffic 
that he knew what had happened. 

TilS U the new Hudson and Essex driveaway depot located on East Jefferson ave., 
about a mile west of the factory* AH factory driveaways for the past few weeks 
have been from this depot, a former garage which was taken over to provide facilities 
for the delivery of the cars to be driven from the factory. 

46,000 Miles of Satisfaction 

"It is a great source of pleasure to drive a 
Hudson, for it always goes," writes W. F. 
Tallman, Street Commissioner, Winnipeg, 
Man., Canada. "I have driven my car a little 
over 46,000 miles since May, 1917, and must 
say that it is in perfect working order today, 
having had only one thorough overhaul. If I 
were getting another car, I don't know how 
I could get anything except another Hudson." 

Digitized by 



"Its a Bear"— a Story of Wild 
Doings in West Virginia 


Of the Lambert Automobile Company , 

Baltimore, Maryland. 

OUT in the wilds of West Virginia lies, 
submerged, truth that is stranger than 
fiction. A platitude, good masters — but a 
platitude that stands out in sharp relief 
among its fellows. Which I shall prove anon. 

Two weeks ago I fared forth from Baltimore 
town in an Essex phaeton. The body of this 
car was shimmied in strange didoes, its sides 
being decorated with red and white signs and 
the word Essex. 

Which brings us to the gravy on our 
muttons. Down in Pendleton county, which 
boasts not a foot of railroad, there is alleged 
to be an abundance of moonshine. But Allah 
protect the sleuths and professional snoopers 
who may attempt to trace the animal to his 
lair! For on every he 
rugged mountains and r; 
Bear 9, by Gum! 

It was through this a 
at my side, that I attemj 
in my faithful Essex. I 
mountains, with their c 
were impassable. But I 
circumstances where ot 
Essex had made good. 

So, we had traveled pe 
the rugged country whc 
figures far up on the ir 
toward us. 

"What are those?" I 

"Bears," he laconi- 
cally replied. 

Whereupon I 
brought my foot down 
so sharply on the ac- 
celerator that the gent 
at my side was nearly 
thrown from the car. 

"Hoi' on thar, 
friend," quoth he, 
"them thar critters 
ain't a-gwine ter bother 
you. They's jes' nat- 
cherly curious. They 
hain't never seen any- 
thing like this here — 
whatcha call it?" 

Then there came a 
sudden scream, follow- 
ed by a dismal moan, = 
like the screech of a 

star shell on the battlefront. Then a lithe 
figure shot through the air like a catapult. 

And Now It' 9 Cat9 

"What in thunder's that?" I sputtered, 
while my legs and body seemed suddenly 
stricken with ague. 

"That? O, that there's a mounting cat," 
replied my aid-de-kong in an imperturable 
tone when I threatened to turn back if any 
more bears appeared. 

"The chanst is that you'll turn back any- 
way sho'tly. See that thar whale of a moun- 
ting in front of us? Well, at the foot of that is 
a kreek that I know are jes' jammed with dead 
ice an' debree. You'll never crost it in this 
hyar boat." 

The mountain referred to indeed was a 
whale. It rose at an angle of apparently 75 
degrees and was as slippery as glass. Not the 
slightest trouble was encountered in negotiat- 
ing it, however. 

"Krmmk" Conquered Next 

When we reached the bottom, the "kreek" 
of dead ice and "debree" loomed in front of us. 
And by the limping lumber-jack if there 
wasn't an automobile stuck right in the center 
of it! 

"Now whatcha gwine ter do?" asked my 
guide and counselor. "Shorely yer ain't 
a-gwine ter try ter cross that there kreek?" 

He had guessed my intention. Not only 
that, I was determined to try to pull the stuck 

n^ HE headquarters and 
members of the organiza- 
tion of the Sociedade In- 
dustriale do Bom Re tiro, 
Hudson and Essex distribu- 
tors at Rio de Janeiro, Brazil. 
This is one of the finest and 
best equipped automobile 
headquarters to be found 
anywhere in South America. 

machine to the opposite shore. So in we 
waded, ran abreast of the other car and then 
passed it. Reversing, we backed to the auto 
in distress and was about to attach a rope to 
it when there arrived a mountaineer with a 
pair of mules and some chains, together with 
the owner of the car. 

"Just heave those chains this way, and I'll 
have you out in a jiffy!" I sang out. 
E9»ex Turns Trick 

The chains adjusted, a genuine torture test 
ensued. Slowly, but surely the disabled car 
began to move, following in the wake of the 
Essex. And when it reached terra firma there 
were three surprised men in West Virginia — 
the Ancient One who accompanied me, the 
owner of the car to which we lent succor, and 
the mountaineer who owned the mules. 

And it's a Pharisaical old deacon to a rum- 
blossomed "prohibitionist" that the next car 
any of them purchases will be spelled thus: 


Proving indubitably that in the wilds of 
West Virginia lies, submerged, truth that is 
stranger than fiction. 

Interested Car Buyers Study 
"Copy" in Advertisements 


( Reprinted from The Automotive News.) 

A FEW weeks ago, we made up our minds 

**' to buy a new car and we decided how 

much we wanted to pay for it. Then came the 

question of "Which car?" 

The family on the brink of a new car is 
more interested in that potential car than it is 
in almost anything that appears on the front 
page of the morning paper. The children even 
momentarily forget the "funnies" to see if 
the new car upon which we had about settled 
was advertised in the automobile section. 
Every new magazine that came into the house 
was scanned to see if that particular machine 
had a page in it, and when the advertisement 
was found every word of it was read. 

And the way in which the particular car 
. _. „ __._«_^ t__ f i nter est. Naturally, 
n on the deal. I didn't 
and have a brand new 
l>e a new car and, with- 
phone the agency at 
the machine. On the 
j and weeks of studying 
ing and planning. It 
:e how much the young- 
five, knew about the 
they seemed to crave 
The power of sugges- 
>me illustration seemed 
ep down facts and inti- 

esting a sum of money, 
erable when motor cars 
are concerned, are im- 
mensely interested, 
which does away with 
the chances that 
copy may not be 
read. The family 
which is to have a 
new car is, it is safe 
to say, more interest- 
ed in a page of read- 
ing matter about 
that car than it is in 
the President's mes- 
sage. They want in- 
formation and lots of 
it. And just as dur- 
ing the period of 
hesitancy and doubt 
in making the selec- 
=^=^=^=^= tion, they want facts, 
so afterward, while 
waiting for the car to come, they crave still 
more facts. 

People today are reading advertisements 
and they seek them out. It is no longer neces- 
sary to have great, scary illustrations which 
shriek above the crowd of other illustrations. 
What is needed is facts and straight from the 
shoulder sales talk. 

Chattanooga to Expand 

The Marshall Auto Co., Chattanooga, 
Tenn., has signed a lease for a three story 
brick building which is now being remodeled 
and will be ready for occupancy about May 

Hudson and Essex Set Three 
New Endurance Records 

Defying mud, rain and snow-drifts, the 
result of the blizzard which held Utah in its 
grip for two weeks early in February, two 
Hudsons and one Essex established new road 
records for endurance. 

After the storm, Fred Brown, of the Botter- 
rill organization, started from Salt Lake to 
deliver a car to the Manti Motor Company at 
Manti. When the journey was completed 
150 pounds of mud was scraped from the 
running board. 

During the same blizzard, Lon Claflin 
drove a 1917 Hudson from Los Angeles to 
Salt Lake City in forty hours, bucking snow 
and mud and roads which were declared by 
many to be impassable. 

At the same time, Robert Douglas, a banker 
of Pocatello, Idaho, drove his Hudson to Salt 
Lake City in record, despite the fact that snow 
often obliterated the roads. 

Digitized by 







Would You Let Dollar Bills Lay 
About in Dark Corners? 

DID you ever think of used cars as representing 
so many dollar bills lying around the floor 
of your store? 

Picture this thought in your mind. As long as 
they repose in dark, out of the way corners they 
do not work for you. 

In fact they cost you money and depreciate in 
value the longer they are kept. 

It would be better to have real dollar bills 
tucked away in your pocket because, although 
you would get no interest, they would not cost 
you money to carry. 

Keep your used cars in motion. Clean out the 
slow sellers, concentrate on the easy sellers. 
Quick turnover means : 

1. More profit without increase in capital. 

2. More ready money to handle new cars. 

3. Less stock on which to pay insurance and 

4. Less depreciation as the result of changing 
styles and wear and tear. 

5. You can sell more cars at a closer margin of 
profit and still make more money. 

TO successfully handle used cars, the cars them- 
selves must be given a chance. 

Many dealers who pride themselves upon the 
attractiveness of their display of new cars, keep 
their used cars in the darkest corner of the build- 

A prospect finds the cars covered with dust and 
dirt, often with essential parts missing and in- 
capable of being demonstrated. The result is a 
lost sale or a sale made at a ruinous sacrifice. 

Every used car prospect would, of course, rather 
have a new car, and to appeal to him a car must 
be in the most attractive shape possible. 

The thing to do, then, is to use the same skill in 
presenting used cars to the public as you do new 
cars. Do everything to them now that you know 
your prospect will demand before he accepts 

In other words, do not lose track of a used car 
when you take it in. Get behind it and push it 
just as strong as you do any other part of your 
business. Ask yourself the following questions 
about your stock of used cars: 

Have you ever advertised them or let pros- 
pective buyers know that you really have some 
bargains for sale? 

If you have, and a prospect called, was the car 
in demonstrating condition? 

Did the motor run as well as it could be made 
to run? 

Were the tires flat, the headlight glasses broken, 
lights out of commission or was the car in such 
condition that the prospect could not buy it if he 
wanted to? 

THE handling of used cars is an essential part 
of the average dealer's business. 
Therefore it is necessary that it be conducted 
as efficiently as possible because of its influence 
on other branches of the business. 

To regard it as a mysterious "problem" and 
shove it into a dark corner is as dangerous in a 
business way as to accumulate a stock of dyna- 

Get yourself sold on the fact that a good used 
car is a better buy than a cheap new one at the 
same price and make your place of business a 
headquarters for good used cars. 

Then put the necessary steam behind this so- 
called "problem" and you will find that it will 
develop into a profitable business that will increase 
your prestige and widen your sales field. 

Digitized by 



This "Ad" Comes from California—Not Japan 

Y3U can't tell who are prospects and who are not just by looking at them, as this 
advertisement printed in a Sacramento, Cal., newspaper proves. It is addressed 
to a class of people who a few years ago would not have been prospects for even a 
"flivver." But today these people are buying Hudson and Essex cars. 

Five- Year- Old Hudson Super-Six Sets 
New Endurance Record at Los Angeles 

CONTENDING against what is said to 
have been the fastest field of cars ever 
assembled in the far west, A. H. Patterson's 
five -year -old Hudson Super- Six captured 
fourth place in the first race held on the new 
Los Angeles Speedway. 

Driven by "Eddie" O'Donnell, the Hud- 
son's time for the 1 50 miles was only two and 
eight-tenths miles per hour less than that of 
the winner, which covered the course in two 
hours and twenty-five minutes. 

Entered without factory aid of any kind 
against speed creations this old Hudson racing 
veteran conclusively demonstrated its endur- 
ance by finishing well within the money. 

What this means is demonstrated by the 
fact that nine out of the eighteen starters were 
forced out of the race by mechanical trouble, 
so terrific was the pace, while the Super-Six 

was conspicuous for its consistency, never 
missing a shot from start to finish. 

This wonderful showing of reliability is but 
another indication of why Hudson is the 
world's largest selling fine car. 

But What if the 'Plane Falls? 

A free airplane ride is being offered to all 
prospects who place their orders for cars for 
spring delivery at once by Keyes and Hateley, 
Hudson and Essex dealers at Dinuba, Calif. 

Sales 50-50 at Louisville Show 

The Triangle Motor Co., of Louisville, Ky., 
reports that the actual retail sales at the 
Louisville Automobile Show totalled twelve 
cars, six Hudsons and six Essex. 

What It Means To Sell Best 
Advertised Cars in World 

DID you ever consider what it 
means to you to handle the best 
advertised automobiles in motordom? 

Do you know, for instance, that out 
of all the thirty-five makes of cars 
advertised in the Saturday Evening 
Post in January and February, Hud- 
son and Essex occupied just three 
times the space used by the next 
most widely advertised car? 

In brief, during these two months, 
Hudson and Essex used just eighteen 
full pages in the Post while the next 
largest user of space occupied only 
six pages. During 1920 there will be 
a double page spread every week — 
fifty-two advertisements — which will 
cost just $12,000 per issue, which is 
said to be the largest automobile con- 
tract ever placed with the Post. 

And that is only one feature of the 
campaign in the national magazines 
and farm publications which will 
reach more than 11,000,000 persons 
every issue. Hudson was the pioneer 
and always has been the most con- 
sistent farm paper advertiser, but this 
year the farm field is being covered 
as it never has been before. 

It is hard to estimate what a cam- 
paign of this kind is worth to every 
distributor, dealer and salesman. It 
not only creates new buyers but keeps 
the present owners sold and enthus- 
iastic regarding the merits of their cars. 
Also it puts into your owner's minds 
additional arguments why they should 
not only continue to drive but to boost 
Hudson and Essex cars to their 

And so the fact that you represent 
the best advertised cars in the world 
not only reduces your sales effort to a 
minimum, but it is an assurance of 
future permanency and growth. 

Used Essex, 2,326 Miles Old, 
Brings a Record Price 

A new record price for a used Essex was set 
recently in San Antonio, Texas, when one 
which had been driven 2,326 miles was sold 
to Captain Charles Stalsburg, of Camp Travis, 
for more than its original selling price. 

The car was a demonstrator used by Edwin 
Tobin, sales manager for the Crockett Auto- 
mobile Co., the Captain insisting on having 
it despite the fact that he could have obtained 
a brand new Essex for less. 

When this fact was pointed out to the 
Captain, after the demonstration, he declared : 

"No, sir. No other car in the world can be 
as good as the one in which I have just 

"But that's my own car. I can't sell you 
that. Besides you don't want it for it has 
already been driven more than 2,000 miles," 
objected Mr. Tobin. 

"Well, I want that identical car. Nothing 
else goes," declared the army man. 

And so the sale was closed, the captain 
refusing to believe that anything on four 
wheels, even another Essex, could perform 
like the one in which he had ridden. 

Digitized by 



Driverless Car Kept Running 
in a Circle in Salesroom 

IT was only a driverless Essex mov- 
ing slowly about on the salesroom 
floor in a circle, but it attracted hun- 
dreds of prospects to the store of 
A. C. Burton Co., Houston, Texas. 

Day and night the car ran while 
crowds blocked the sidewalk outside 
and scores of curious followed it in 
an endless circuit about the salesroom 

Without human hand to guide it, it 
silently continued on its way. Only 
by listening closely was one able to 
determine that the motor was running. 
When visitors had made sure of this 
fact, they still watched the car for 
long periods trying to determine what 
unseen force held it to its trackless 

The solution of the mystery lies in 
the fact that the salesroom is square 
in shape and about 40 feet in diameter 
with only a single pillar in the center. 
Now the turning radius of the Essex 
to the left is 17 feet and 6 inches. To 
the right it is slightly greater. 

After the oil level had been carefully 
adjusted, to prevent smoking at the 
exhaust, the engine of the Essex was 
started, throttled down as far as pos- 
sible, the wheels cramped far to the 
left and the grind begun in low speed. 

When the car was steady in its 
course, the driver stepped out and 
closed the door, while the Essex kept 
on alone to the amazement of the 
hundreds of curious who viewed the 

The only special preparation made 
for the feat was the softening of the 
two inside tires by the reduction of 
their air pressure. This was done to 
overcome a tendency shown by the 
car to creep, thus widening its turning 
radius. The softening of the tires 
overcame this entirely. 

How Near to 100% Accurate 
is Your Prospect List? 

It is only by continual checking over that a 
prospect list can be kept effective. Where 
names of prospects are purchased from a mail- 
ing concern, the liability to error is especially 
great and the names and addresses should be 
checked over from either a telephone or city 

The direct and indirect loss occasioned by 
misdirected mail is staggering. The New 
York postoffice alone receives 40,000 pieces of 
mail without street addresses each day and it 
supplies 25,000 pieces of mail daily with cor- 
rect addresses from the city directory. It is 
estimated that 325,000 pieces of misdirected 
mail are handled each day in New York alone. 

As people resent as rudeness the misspelling 
of their names, circular letters sent out with 
wrong names, titles or addresses not only do 
no good, but actually do harm, because they 
arouse resentment before they are read and 
leave a bad impression that is apt to be diffi- 
cult to overcome. How near is your prospect 
list to being 100 per cent accurate? 

It's Same Girl in Three Places at Once 

SOMEBODY says that the camera never lies, but just look at this picture. The 
H. O. Harrison Co., San Francisco, held a style show, or something like that, and 
then sent on this picture which shows one girl in three different costumes — real 
efficiency in photography. 

Hudson Sedan Ends Rough 6002 Mile Tour 
of West Without a Single Adjustment 

ON July 29, 1919, Mrs. Keating and myself 
left Dallas in our Hudson Sedan, going to 
Denver, Colo., then, up to Yellowstone Park, 
via: Cheyenne, Wyo., where we spent several 
weeks," writes C. P. Keating, of Dallas, Texas. 

"We left the Park by the western entrance, 
Yellowstone Station, then down to Pocatello, 
Idaho, thence to Salt Lake City. 

"Not desiring to turn east again, we drove 
to San Francisco, Cal., which was 981 miles 
from Salt Lake City, mostly over roads that 
were an endurance test. 

"From San Francisco down the ocean's edge 
to Santa Cruz, and to Monterey, then Los 
Angeles, taking in on our route most of the 
old Missions. 
300 Miles on Chains 

"Leaving Los Angeles, September 29th, we 
did not use the National Old Roads Trail, as 

San Carlos Mission, founded in 1770, at 
Monterey y Calif. 

I was afraid of rains; but drove via Mecca 
and Blythe, California (92 miles desert, no 
water), to Phoenix, Arizona. 

"We were advised not to go to the Roose- 
velt Dam, but we did, although it was very 

"From Phoenix to £1 Paso, Texas, via, 
Lordsburg and Deming, New Mexico. 

"It was 801 miles from £1 Paso to Dallas, 
and some 300 of this distance was with tire 
chains on, where we were forced on account 
of rains and oil fields to make long detours. 

"Our total mileage on reaching Dallas for 
the trip was 6002. 
Only Two Tire Changes 

"We got about 7500 miles out of the regular 
stock tires (not cords) and suffered two 
punctures in Idaho. Our casings would have 
undoubtedly gone further, but I wanted to 
avoid any chance of trouble. 

"Gasoline consumption averaged about 12 
or 13 miles, but in California it was much 
higher, probably 16 to the gallon. 

"No mechanical trouble was encountered 
on the entire trip. 

"This car is our second Hudson Sedan and 
both Mrs. Keating and myself are thoroughly 

120-Hour Non-Stop Motor Run 
Feature of Reading Show 

A notable demonstration of Essex depend- 
ability and endurance was given the people of 
Reading, Penn., during the Automobile Show 
held there from Feb. 23 to 27, inclusive. 

For the entire period of the show and for 
24 hours thereafter, an Essex, specially 
marked to attract attention and with a glass 
hood to show the working of the engine, was 
driven through the streets on a non-motor- 
stop run. For 120 hours the engine was 
operated continuously, day and night. 

"The performance of this car could not be 
excelled," declares I. H. Heydt, of the Heydt 
Motor Co. "Every conceivable test was given 
to it during this period, but the car never 
faltered. One of the drivers made the remark 
that this same car could be driven to Cali- 
fornia and back without a single adjustment." 

Digitized by 



$28,100 Worth of Used Cars 
Sold in Single Week 

TI THEN John Wanamaker started in 
VV business, he inaugurated the startling 
practice of telling the truth and only the 
truth about his merchandise. 

The great merchants of Philadelphia told 
him that he could not possibly succeed along 
this line; that "the public liked to be hum- 
bugged," etc. But Wanamaker did not 
believe them. He had faith in his own ability 
and in common honesty. Every one knows 
the splendid rewards he has reaped and is still 

It is on this same principle that Hudson and 
Essex distributors and dealers in every part of 
the country are building up their own prestige 
and goodwill and increasing their profits from 
the sale of used cars. In Columbus, O., for 
instance, H. J. Schwartz in 1919 sold $157,342 
worth of used cars. His sales for the past 
three years follow: 

1917 $154,406 

1918 143,188 

1919 157,342 

Guaranteed Like New Cars 

Mr. Schwartz advertises that his used 
Hudsons "are sold under the same guarantee 
as given on a new car." Every one is com- 
pletely overhauled and repainted before it is 
put on the market and so the public has come 
to look upon these cars as real bargains and 
they are eagerly snapped up. 

The same policy is pursued by Jesse A. 
Smith who has just closed the most successful 
used car sale ever held in Milwaukee. Of the 
twenty-six cars of all makes listed in the open- 
ing advertisement of the campaign, twenty- 
three were sold in a week together with four 
that were not listed. These cars brought 
$28,100 or an average of $1,050 each. 

"The success of this sale," he says, "was due 
to the fact that it was properly advertised and 
we had no excuse to offer for the cars on sale. 
All of the cars were refinished, renickled, new 
tops were necessary and all of them had good 
tires and were properly overhauled. We are 
still getting results from this sale, as we sold 
four cars in the two days following its close." 

Free Storage Offered Buyer* 

Under the heading of "1,000,000 Unused 
Miles at Cut-Rate Prices," Mr. Smith in his 
opening announcement explained the reason 
for the sale as follows: "Seventy -five per cent 
of our new car business involves 'trades.' The 
demand for Hudson and Essex cars is so great 
that the number of used cars which we must 
handle during the year will exceed 300. With 
the new car season opening, and the large 
number of used cars which will be delivered to 
us in trade, you can readily see why we now 
must move the used cars on hand, and do it 
quickly — and why prices have been cut to 
such a point as to mean a saving of from $100 
to $400 on every purchase. ' ' 

Regarding the condition of the cars, the 
advertisement said: "When a used car comes 
to us, the engine, being the real life of a car, is 
completely overhauled; then the other 
mechanism is thoroughly examined, worn 
parts replaced, and all necessary adjustments 
made; next it goes to our paint shop and it 
comes out looking like new, being highly 
finished; nickled parts replaced, upholstering 
repaired or replaced, if needed, making the car 
like new in every essential quality." 

Essex Victor in Race to File 
Claim to U. S. Oil Land 

Defeating scores of other cars, an Essex 
won the right to file the first notice on a 
section of government oil land near Choteau, 

The occasion of the race was the signing of 
the Oil Leasing Bill by President Wilson on 
Feb. 25th. This threw open a tract of govern- 

O, Yes! They're the Most Popular Fine Cars 
to be Found in South America, Too 

T-IIS looks something like a cathedral, but instead it is the beautiful home of the 
Hudson and Essex at San Paulo, Brazil. The circular windows are guarded by 
wonderful wrought iron gratings while the same master-craftsman has designed 
the decorations at the top of the building. Every facility is provided in the structure 
for both sales and service. 

ment land which was considered valuable 
because of its oil possibilities. 

Throughout that section of Montana, great 
preparations were made to invade the tract 
as soon as it was opened so as to obtain the 
most valuable locations. It was a case of 
first come, first served, so a young attorney 
who wished to file a claim enlisted the aid of 
Dr. H. J. McGregor, an Essex owner. 

When the word came that the bill had been 
signed, the race began. The Essex was the 
first car to reach the tract, covering 20 miles 
of snow-covered roads in 36 minutes. The 
attorney filed his notice, thereby gaining oil 
rights which may be worth a fortune. 

Fire Chief Picks Hudson 

ALTHOUGH the money had been 
appropriated for a much costlier car, 
the simplicity, strength and endurance 
of the Hudson resulted in its selection 
by the Worcester, Mass., fire department. 
The car is finished in fire engine red and 
has a large bell on the cowl and a perma- 
nent cut-out set into the exhaust pipe. 
The chief of the department is greatly 
pleased with the appearance and per- 
formance of the car, the sale of which 
was closed by the Henley-Kimball Co. 

1916 Hudson Covers 20,198 
Miles on $23.32 for Oil 

"The service given by the Hudson Super-Six 
I purchased in 1916 has been so constantly 
reliable, regardless of weather, distance 
traveled or extreme seasonal conditions, that 
I feel some tribute is due to the car," writes 
W. H. Parmenter, Toledo, O. 

"There has never been a time since the car 
came into my possession when it was not 
ready to go on the instant and did go any 
distance I desired, unfailing in every func- 
tion. I never once have been compelled to 
stop because of any trouble with the engine 
or other driving mechanism. Neither have I 
ever met with a situation that exhausted its 

"I have driven this car personally almost 
its entire mileage of more than 20,198 miles 
which includes a good many long tours en- 
countering plenty of severe tests of hard road 
conditions. One of these journeys last season 
of 2,500 miles, largely over high mountain 
grades, was accomplished throughout with- 
out trouble or difficulty of any nature." 

During these four years Mr. Parmenter's 
expense for replacements has totalled just 
$22.44. The upkeep, including inspection, 
taking apart, adjusting parts, removing car- 
bon, grinding valves, labor tips, cleaning, has 
cost $153.57. The oil used has cost $23.32. 

But He Drives the Hudson 

Charles E. Bunscomb, publisher of the 
Berkeley Daily Gazette, Berkeley, Calif., has 
his third Hudson and now owns two Hud- 
sons and another car costing more than $5,000, 
but "I drive my Hudson Sedan in preference 
to anything else," he says. 

Digitized by 






How Green Dealers Energy Overcame 

Every Handicap 

A DEALER in a thriving mid -western town 
had been doing a hand to mouth business for 
several years. 

His salesroom looked like an untidy curiosity 
shop, but this could not be seen from the street, 
for the windows were too dirty. 

One of his proudest boasts was that he had 
been in the automobile "game" for eight years 
and therefore knew all that was to be known about 

Then a young farmer came to town with 
nothing but $10,000 which he had just inherited 
and a tremendous ambition to sell automobiles. 

The dealer met the inexperienced farmer and 
separated him from the $10,000 in return for a 
practically worthless stock and a lease held only 
on a monthly basis. 

The purchaser in addition, however, succeeded 
in having transferred to him the Hudson and 
Essex franchise which had been held by his 

"A clever transaction," thought the ex-dealer, 
for he was sure that the farmer would soon fail 
and then he would have no difficulty in winning 
back the franchise. 

THE former farmer, though, was blissfully 
unconscious that he had obtained anything 
but the greatest bargain in the world. 

All he knew was that he was the proud possessor 
of a $10,000 business, because that was what he 
had paid for it. 

Having no handicap in the way of preconceived 
prejudices to overcome, he rolled up his sleeves 
and literally proceeded to mop up, for the very 
first thing he did was to scrub out his salesroom 
from top to bottom. 

Then, he turned all of his attention to selling 

cars and in a single month sold more than his 
predecessor had in a whole year. 

Realizing his lack of experience, he was only 
too glad to avail himself of the assistance and 
advice offered by his distributor. 

As sales steadily increased, he leased a spotless, 
new salesroom, opened a service department and 
steadily began to build up an enviable reputation 
for courtesy, fair dealing and for taking care of 
the interests of his owners. 

Day and night he worked with tireless energy, 
surrounding himself with an atmosphere of 
achievement, and at the end of a year was ac- 
knowledged to be the leading dealer in his com- 

"TX7HAT success I have had," he declares, 
VV "is due to the Hudson and Essex fran- 

4 'That franchise is like a gold mine, for even 
gold, you know, must be mined before it can 
be coined into wealth. 

"My predecessor was too indolent to grasp the 
opportunity presented by his franchise, and so 
gave it up without ever having realized its value. 

"Neither, however, did I appreciate its worth 
until I actually got busy in an effort to capitalize 
on the investment of all the money I had in the 

"So my success, which has been far beyond 
my anticipations, is due more to the intrinsic 
value of my franchise than to my own efforts, for, 
if the gold had not been there, all of my efforts 
would have been in vain. 

"It would be hard to tell what that franchise 
means to me now, for it represents more than 
money — a constantly widening opportunity for 
permanent growth, success and achievement. 

Digitized by 



Cardinal Gibbons' Niece and Her Hudson 

MORE women are driving Husdons today than any other fine car — a notable 
tribute to its beauty, distinction and ease of control. One of these, Miss Claire 
Gibbons, of New Orleans, is shown in the above picture. Miss Gibbons is a niece 
of Cardinal Gibbons and never tires of praising the dependability of her Hudson. 

Letter During Critical Period 
Helps to Close Sales 

The following letter is sent by the Hudson- 
Brace Motor Co., Kansas City, to all pros- 
pects during the time of solicitation. 

In going over our prospect file I find your name as 
a possible purchaser of one of our cars. If a favorable 
decision is made, I want to assure you in advance 
that we will do everything in our power to warrant 
that confidence which you place in us when buying 
our pro duct. 

t. ah motor cars are being better built — some are 
more highly refined and more reliable than others. 
The shrewd buyer today, in considering a purchase, 
is looking very carefully into the following factors — 
Is the car built by a factory that is strong 


Are they producing a volume that will permit 

them to give a buyer the greatest value? 

What is the reputation of the local concern 

from whom he purchases, their willingness and 


Everyone In this institution will be interested in 
your decision, and their purpose at all times will be 
to make our business relations pleasant if you give 
us that opportunity. 

This letter is signed by W. J. Brace, Presi- 
dent of the Company, and has proved of 
assistance in closing sales. 

IT would be thought a hard gov- 
ernment that would tax its peo- 
ple one-tenth part of their time to 
be employed in its service, but idle- 
ness taxes many of us much more. 
Benjamin Franklin. 

getaway, speed in covering territory, both 
city and country, wonderful economy and 
dependability have proved invaluable assets 
wherever put to commercial use. 

Would Run Autos Over Rails 
on Flanged Wheels 

H^HE details of a unique plan to 
solve the present freight car 
shortage are being worked out by G. 
W. Jones, of the Hudson-Jones Auto- 
mobile Co., Des Moines, la., with the 
co-operation of traffic and engineering 
officials of the Rock Island Lines and 
the Michigan Central who see in it 
the possibility of saving some of the 
immense revenue now being lost to 
the railways through driveaways. 

Mr. Jones proposes to run auto- 
mobiles over the railway tracks by 
equipping them with flanged wheels, 
slightly smaller in diameter than the 
regular wheels. Eleven automobiles 
would be coupled together, the first 
one being used as an "engine" and pro- 
viding the motive power for the 
"string." The auto train would run as 
the second section of a regular freight 
train and would carry a conductor to 
comply with the Interstate Commerce 

The Michigan Central, it is under- 
stood, has agreed to route such a 
train over its tracks for 80c per train 
mile which is considerably less than 
the regular freight charges. At the 
end of the trip, the flanged wheels 
would be removed and shipped back 
to the factory to be used again, just as 
tarpaulins are now. 

The advantage of this plan from 
the railway point of view is that it 
would require no additional equip- 
ment and would enable the roads 
entering Detroit to continue the stu- 
pendous earnings they have been 
receiving from the automobile indus- 
try by utilizing their rails which are 
now in use only .96 per cent of the 

Essex Proves Ideal Car For 
Use of Business Men 

A firm which recently purchased several 
Essex to replace cheaper cars reports that 
each salesman's sales have since increased 
from 10 to 25 per cent without any increase in 
selling expense because of the greater amount 
of territory each man was able to cover with- 
out fatigue. 

Another firm whose salesmen have been 
using the railways and interurbans in making 
smaller towns says that since the purchase of 
several Essex a few months ago each man has 
been able to make from five to seven towns a 
day where before he made from one to four. 

In both cases the Essex presented special 
advantages in the way of enabling the sales- 
men to carry a full line of samples and demon- 
stration accessories. In addition, its quick 

THE Hudson and Essex is the most coveted franchise in all motordom. The 
symbol of that franchise is the White Triangle and the Red Hexagon. Realizing 
the value to him of the prestige associated with these trade marks, D, B. Houston, 
of the Diamond Motor Car Co., St. Joseph, Mo., has incorporated these emblems 
in the decoration of his salesroom, which is one of the most attractive stores to be 
found anywhere in Missouri. 

Digitized by 



Here's Some Real Sales "Dope" 
on Hudson Depreciation 

"TT is a fact well known to Hudson 
-*- dealers everywhere that the depre- 
ciation of the Super-Six is much less 
than that of any other make of car 
in its price class," writes G. W. 
Bammann, of the Manchester Auto 
Garage Co., Manchester, N. H. 

"There are a large number of pros- 
pects, however, who fail to be influ- 
enced by this argument unless sup- 
ported by some proof from an unbiased 
authority. Such prospects should be 
referred to the National Used Car 
Market Report published by the 
Chicago Automobile Trade Associa- 

"Taking the most popular and best 
selling cars listed in this report (Fords 
eliminated) and figuring the deprecia- 
tion on 1916, 1917 and 1918 models on 
a basis of the list price when sold and 
the Boston zone appraisal proves that 
the Hudson shows less depreciation 
than any other car of its class and is 
second only to one costing about one- 
half as much." 

The list as compiled by Mr. Bam- 
mann includes all the popular makes 
of cars from the Ford up to the $4,000 
classification. The Essex, of course, is 
excepted. The figures given are so 
striking that they should provide 
wonderful material for any salesman, 
especially in selling cars for commer- 
cial use, where the cost of operation is 
a vital factor. 

This is especially true as it has been 
proven that the cost of operating cars 
for commercial purposes ranges as 
follows: Repairs, gasoline, tires, depre- 
ciation, oil and grease. 

All Other Cars Outdemonstrated in Test 

THIS story can very well be told 
in the words of the report of the 
City Council of Portland, Ore., by the 
City Purchasing Agent in which the 
purchase of four Essex touring cars 
for the Portland Police Department 
was urgently recommended in the 
following terms: 

"To the Council — Gentle- 
men : Your purchasing agent, 
to whom was delegated au- 
thority under ordinance No. 
36633 to advertise for four five- 
passenger automobiles for the 
Bureau of Police, begs to report 
that the bid of the C. L. Boss 
Automobile Company for four 
five passenger cars for the sum 
of $1695 each, making a total 
of $6,780, less allowance on 
three old cars of $1510, making 
the net bid to the city $5270, 
be accepted. 

"Your purchasing agent 
further states that a commit- 

tee was appointed to investi- 
gate and determine which cars 
were best adapted for the pur- 
poses intended. The commit- 
tee was of the unanimous 
opinion, based on the demon- 
stration under such tests as 
speed, power, getaway and 
general running conditions, 
that the ESSEX CAR OUT- 
TESTED. Also, they feel that 
the Essex car would be best 
adapted for general police 

Respectfully submitted, 
S. C. PIER, 

Purchasing Agent of the City 
of Portland." 

That tells in the plain, uncolored 
way of official reports how four Essex 
cars came to be purchased by the 
City of Portland for the Police Bureau. 
"They out demonstrated all cars 
tested," as the report declares. 

What They Say About the Essex 

The Essex in Japan 

My Essex is perfectly satisfactory for either 

tours or short trips. It is wonderfully easy to 

handle and is continually being complimented 

by my friends for its comfort and appearance. 

—J. M. SWEENEY, New York City. 

After owning and driving more than thirty 
cars in the last twenty years, I can conscien- 
tiously report that the performance of my 
Essex Sedan which has now been driven 7,500 
miles, is entirely satisfactory. It has been 
reliable, economical to operate, and rides very 
comfortably. I consider it the best value 
offered in the automobile market today. 

— H. G. GURNEY, New York City. 

My Essex Sedan has been driven 1,900 miles 
since October, has been very economical on 
gas and tires and has not given the least 
trouble in running or starting, which I con- 

sider very good owing to the past performance 
of the last three cars which I have tried to 
keep running during the winter. Owing to 
the scarcity of cars, I would not sell my Essex 
for $500 more than I paid for it, as it meets 
every requirement with the utmost satis- 

— R. M. LAING, Maurer, New Jersey. 

I have had my Essex a year and am thor- 
oughly satisfied in every respect with its 
performance. I have made several trips with 
it through the Catskill Mountains, and on 
these trips found that I was getting a gasoline 
mileage slightly better than twenty. Also I 
was able to take any hill which I encountered 
on high gear. Outside of having the carbon 
removed once, I have sustained no expense for 

. C. SIMPSON, Great Neck Sta., L. I. 

Digitized by 



Buying Right First Essential 
to Success in Used Cars 


Wholesale Manager Lambert-Hudson Motor Co. 
Washington, D. C. 

V'OU cannot sell right unless you 
-*■ buy right. 

That fact is the very foundation of 
success in handling used cars. 

And if you do not sell right every 
sale will not only injure your prestige, 
but rob you of an eventual prospect 
for a new car. 

It is either a lack of understanding 
of this basic principle or a failure to 
put it to work that has caused used 
cars to be looked upon as a liability 
rather than an asset. 

The time to solve this so-called 
problem is the very moment the pros- 
pect rises to remark: 

"How much will you allow me for 
my old car?" 

Nine times out of ten this is his 
first question after asking the price 
of the new car upon which he has set 
his mind. 

It is right here that many dealers 
make their fatal mistake. Figuring 
that the sale is closed, perhaps, they 
begin to figure on the allowance to be 
made on the customer's old car and 
then the prospect becomes the sales- 
man and the dealer the prospect and 
the battle royal is on. 

Sell Before You Buy. 

There is only one safe course in 
such a situation : Sell your customer 
first on your own car. Sell him on the 
exclusive advantages of your propo- 
sition. Sell him on every detail 
and sell him hard. Then and then 
only is it safe to take up with him 
what he is to be allowed on his old car. 
Having been thoroughly sold, he will 
be in the mood to listen and will not 
be so disposed to bargain. 

When he advises you that his car 
is worth $700 when you really know 
that its market value is not over $500, 
don't anger him be entering into a 
profitless argument — and all argu- 
ment is profitless. Just explain that 
while his car probably is worth $700 
to him, its market value to you is 
only $500, and that, therefore, that 
is all you can allow. 

While he is handling cars like the 
Hudson and Essex, no dealer need be 
afraid to say "No," for fear of losing 
a sale when a prospect is unreasonable. 

This Looks Like Old Times — But There is 
Nothing in the Keg But Tickets 

Here's Some Sport News 

The Essex basketball team, of Peru, 111., 
has won the championship of northern Illinois, 
having won eleven games and lost five. The 
manager is Matt Knauf, Essex dealer at Peru. 
"Essex stands for 'Champion' whether it is 
in basketball or motor cars in our town," 
observes Knauf. 

THE American Legion recently 
1 held a contest for a Hudson 
Super-Six Sedan which was pur- 
chased from the H. O. Harrison 
Co., San Francisco. During the 
contest they used the Harrison 
salesroom as headquarters, the 

contest attracting great crowds of 
persons, many of whom were pros- 
pects for a Hudson or Essex. That 
keg about which they all seem to 
be crowding in the manner of a 
by-gone age is filled only with 
tickets for the contest. 

The Value of Smiles 

TWTANY people take them- 
*-*■*- selves too seriously. They 
smile seldom and go around 
with a continuous grouch. 

But there is no commercial 
value in being sour, while the 
honest open smile has a high 
commercial value. One can't do 
business with any degree of sat- 
isfaction when they look and 
feel like the small boy who 
realizes that he will not be able 
to see the circus. 

The greeting of a pleasant 
smile and a pleasant word is 
the honey that catches both 
friends and business. Don't be 
a grouch — it doesn't pay. 

350 Prospects in Week 

Eight Essex were sold in a week by the 
H. O. Harrison Co., San Francisco, to persons 
whom they had hitherto not heard of as auto- 
mobile prospects as the result of a special 
display held February 21st to 28th. In addi- 
tion they obtained the names of 350 live pros- 
pects. Only two Hudsons were sold during 
the show because of the inability to make any 
kind of a promise on delivery. In the week 
following the show, three additional Hudsons 
were sold, two of them as a direct result of the 
exhibit. Two thousand invitations were 
issued for the show. 

Making Good Every Day Clears 
the Road to Success 

/ T N HERE is a moral for every salesman in 
■*■ the career of Charles W. Patterson, who 
has just been made president of Austin, 
Nichols and Company, one of the world's 
largest business enterprises, capitalized at 

Patterson began as a grocery salesman. In 
those days he acquired the habit of doing suc- 
cessfully his daily work. Fortunately for 
him, he was never what is called a brilliant 
salesman. He was what is known as the 
plodder or "steady performer" type. 

Not having any false delusions as to being 
a born business getter, Patterson used to 
pound out of each day what each day owed 
him. He did not trade on the hope of what 
the future would bring. He made good every 
day — every week — every year. When he 
started out in the morning he had a clean 
slate. He was not hog-tied with a record for 
non -performance that had to be offset. 

Even the best salesman can learn something 
from what Patterson has done. Just as he 
progressed by pointing his nose in one direc- 
tion and repeated the process of continually 
putting one foot in front of the other, so can 
any salesman, regardless of what he is selling, 
progress. Business is seeking the man who is 
a constant day-in-and-day-out producer of 
results. It pays but passing attention to the 

Brilliant men may have their place in this 
world, but in business they are too often so 
busy basking in their own brilliance that they 
have no time to .attend to anything else. The 
price of success is the willingness and capacity 
to put forth untiring, intelligent effort — not 
once in a while, but all the while. 

Digitized by 






Keep Your Mailing List Alive to 
Pave Way for Future 

FIVE months ago one of the foremost American 
citizens was killed in an airplane accident. 

Who was it? 

The public has forgotten already, because his 
name was not kept before them. 

How long would it take the public to forget you? 

Don't bank on the public's memory. Don't 
be afraid to keep on telling the world of what you 
have, even if you are oversold. 

Don't take it for granted that the public knows 
all about you or your cars. Few of us know enough 
and many of us never know anything. 

Advertising is the heart beat of business. If 
you stop a man's heart he dies. If you stop 
advertising business dies. 

Keep your present owners enthusiastic — keep 
possible new prospects interested. You will have 
to sell cars tomorrow on the good-will you plant 

ONE distributor estimates that 70 per cent of 
his sales come from prospects on his mailing 
list, which totals 8,000 names, classified as follows: 

1. — Active prospects on whom the salesmen are 

2. — Dormant prospects who will be in the mar- 
ket at some future date. 

3. — Special names classified by size of incomes. 

4. — Record of sales lost. 

5. — Owners classified by models. 

6. — Old car owners. 

Then all of these names are again classified 
alphabetically in a card index which enables 
duplicates to be discovered instantly and removed. 

The minute the salesman obtains a name it is 
put on the mailing list and the prospect receives 
four special letters at intervals of from two to 
three days during the period of solicitation. 

At the end of that time his name is transferred 
to either the Record or the Owner's file. 

Those who have not been sold still continue to 
receive three or four letters a year while those who 
have become owners are kept informed of new 
models or sent service information at regular 

In the fall owners of open cars receive letters 
calling their attention to the convenience and 
comfort of enclosed cars for winter use, and in the 
spring closed car owners are circularized on open 

The most important of all these lists, however, 
is that containing the names of owners who have 
had their cars for two years or more. Letter are 
sent to these owners every two weeks or at least 
once a month. 

In point of actual sales the letters to old owners 
have proved the most productive of any of those 
sent out, which shows the importance of keeping 
closely in touch with your customers, who may 
be getting ready to buy again. 

THE first step toward business is acquaintance. 
Every time you send a circular letter to a 
prospect or an owner, your acquaintance with him 
becomes more real and intimate. 

In other words, your letters establish a business 
friendship which it would be very difficult for a 
stranger to sever. 

In addition, they prepare the way for the visit 
of the salesman, build up prestige, thaw indifference 
into interest and interest into business. 

Advertising provides a tremendous weapon 
that every distributor and dealer should be prac- 
ticing with today and sharpening through exper- 

The cost is little compared to the results, 
whether the territory is large or small, and besides, 
using circular letters now is wise merchandising 
strategy, because they will pave the way for future 

Digitized by 



Worried? Look at Their Smiles. They 
Know What Hudson Endurance Means 

gETTER than 100 miles an hour for 2S0 miles. 

That sums up in one sentence the wonderful record made by Arthur 
Patterson's five-year-old Hudson Super-Six Special in the big race on the Los 
Angeles Speedway. 

Contending against the fastest field ever assembled in the west, Eddie 
O'Donnell drove this old Hudson into the fourth place, his average speed 
being only 2 8-10 miles per hour below that of the winner. 

Only new and specially built racing machines costing over $10,000 each 
finished ahead of the Hudson, while the pace was so hot that nine out of the 
18 starters were forced into the pits. 

The picture shows "The Smiling Eddies" — Eddie O'Donnell, driver, and 
Eddie Hefferman, mechanician, before the start of the race. 

Auto Men Seek Freight Car 
Relief in Washington 

J. S. Marvin, general traffic manager of the 
National Automobile Chamber of Commerce, 
headed a delegation of Detroit automobile 
men that left Detroit early in the week to seek 
relief in Washington from the present serious 
freight car situation. 

Under government control cars of any road 
were used indiscriminately, but since March 1, 
the new service rules require all freight cars 
to be returned to and used by the owning 

The railroads are reported to have found 
their equipment scattered. As an example, 
the Michigan Central owns nearly 14,000 cars 
constructed with wide doors for automobile 
shipments. Only five per cent of these are 
now in the possession of the road. 

As a result, what cars are received in Detroit 
must be loaded and sent to such points as will 
return them to the roads which own them. So 
while a gradual improvement in the present 
situation is to be expected, even the coming of 
summer holds no hope that any factory will 
obtain enough equipment to ship all of its 

Those accompanying Mr. Marvin are W. H. 
McCloud, traffic manager of the Buick Motor 
company; P. G. Findlay, Dodge Bros.; 
George Main, Cadillac Motor Car Company; 
E. N. Hodges, Hupp Motor Car Company; 
C. J. Scharff, Chevrolet Motor Company, and 
W. G. Dibble, Hudson Motor Car Company. 

Climbs Mountain in High 

W. P. HAYES, a Chattanooga, 
Tenn., owner reports that he has 
driven his Essex Sedan up Lookout 
Mountain in high gear with five people 
in the car. The mountain is a rise of 1,700 
feet above the city of Chattanooga in a 
distance of three and one -half miles. 
Tourists usually reach the top of the 
peak by a cog-wheel railroad. 

Essex the Choice of Steel and 
Auto Parts Experts 

« TN making a recent survey of Essex sales 

•JL closed since January 1st," writes H. M. 
Hogan, Manager of Sales for The Schlemmer 
and Graber Co., Hudson and Essex representa- 
tives in Canton, O., "we were most agreeably 
surprised to learn that a big percentage of 
Essex cars are going into the hands of engineers 
and the heads of various departments in the 
different steel and automotive parts plants in 
Canton and vicinity. 

"As you perhaps know, this is quite a steel 
mill center. We are highly pleased at the class 
of Essex buyers, for men of this type surely 
know good automobile construction when they 
see it. In fact a spring manufacturer walked 
into our salesroom the other night and told us 
to have an Essex ready to deliver to him the 
following morning. He said that it was not 
necessary to explain the Essex to him as he 
was already sold. 

"Another interesting fact we discovered in 
this survey was that over 75 per cent of the 
people to whom we have delivered Essex 
Sedans are also the owners of high priced 
eight and twelve cylinder cars. 

"When people with unlimited means, steel 
makers and auto parts engineers pick the 
Essex as their choice of all the cars on the 
market, it sure makes us feel that we are 
offering the public the best there is in motor 

"Business never was so good as it is today." 

Hudson Wins Race to a Rich 
Borax Claim in West 

Racing against two other parties to be first 
on the ground at the discovery of a wonderful 
deposit of high grade borax, H. L. C. Crouch 
of Los Angeles, Calif., recently made a 
phenomenal drive to that vast region of sand 
and rocks northeast of Barstow. 

On this trip he drove 342 miles in less than 
half the time taken by the other fellows and 
got 18 miles to the gallon of gasoline. He 
attributes much of the saving in time to 
Hudson ability to negotiate Cajon pass to its 
miles high summit on high gear and its further 
ability to plow through the sand of the desert 
without decreasing momentum. 

Crouch says that borax is now $40 to $50 
per ton and the new deposit will undoubtedly 
yield a fortune to its owners. 

Touring Limousine Stays New 

"The Touring Limousine which I have now 
had over a year with a total of something over 
12,000 miles has given me excellent service," 
writes E. R. Yarnelle, of Phillipsburg, N. J. 
"I have never had a car of any make hold up 
so well." 

THIS is a night view of the opening display of the Quig Motor Co., Inc., of East on, 
Pa. The building is two stories in height and covers an area of 14,740 square feet. 
The salesroom has wide, spacious windows affording a glimpse of the handsome red 
tile flooring. The structure is notable not only for its beauty and convenience but 
also for the facilities afforded for taking care of the needs of both prospects and 

Digitized by 



Who Is the Most Successful 
Dealer in the U. S.? 

/*\NE candidate for that unique 
^ distinction is Thomas Wallace, 
of Longmont, Col. 

Although the population of Long- 
mont is only 7,000, Wallace points 
with pride to 70 Hudson and Essex 
owners in his territory — A PROPOR- 

He bases his right to the title of 
being the most successful dealer on 
the claim that he has sold more cars 
in proportion to the population of 
his territory than any other dealer in 
the country. 

In other words, Wallace does not 
measure success by brute size but by 
the extent to which a man has realized 
on his possibilities. He believes that 
a small territory intensively culti- 
vated is more profitable than a large 
territory allowed to go to seed. 

Wallace makes it his business to 
know everyone in his territory and 
seeks not only to fill their needs but 
when a man will be able to buy before 
the man himself realizes the fact and 
often will start to sell a prospect 
months or even years before that 
prospect is actually in the market. 

Hard work is his only recipe for 
success and he thinks it no hardship 
to don a suit of overalls and run a 
tractor for a farmer for a few hours 
in order to sell the man a car. 

Its Beauty and His Art Win the Plaudits 
of All in Fort Worth Auto Parade 

The second prize, another silver loving 
cup, also was won by the Fain-Bender 

Co., for the largest number of cars of 
any one make in the parade. 

How One Distributor is Building Up 

and Strengthening His Organization 

Sold Out a Year Ahead 

"We cannot get enough Hudson cars to be 
able to keep one to show or for demonstrat- 
ing," writes the Durham Buggy Co., of 
Durham, N. C. "We have already sold every 
Hudson our contract calls for this year." 
The Durham company has just opened a new 
building of reinforced steel and concrete which 
has 50,000 square feet of floor space. 

"TX7HEN I picked up the March 6th 
V V issue of The Triangle, it occurred to 
me how timely was the article on the front 
page headed: 'Scup or Scod?' " writes A. S. 
Brodhead, wholesale manager for Tom 
Botterill, Denver. "It expresses exactly what 
we have been trying to do for some time past — 
strengthen our whole organization, eliminate 
all the weak spots, and get our feet firmly on 
the ground. 

"We have recently added to our organiza- 
tion, H. M. Francher, in the position of 
treasurer. He comes to us with a very exten- 
sive experience in industrial organization 
work. With his aid, we are carefully going 

Southern Cross on the other side of the equator — you will find Hudson and Essex 
leadership unquestioned. This picture shows the winner of the 1920 Carnival at 
Caracas, Venezuela. It was entered by Estaban Balleste, Hudson representative at 

over every department, analyzing it, all the 
forms needed and trying to pick out the weak 
spots. In other words, we are trying to put 
the business on a more efficient basis in each 

"We have formed an executive committee 
which meets weekly to discuss our policy. We 
have our organization chart and back of the 
organization chart is a written organization 
record in which is recorded the function of 
every member. The proper procedure is 
described for practically every conceivable 
operation that goes on within this house. 

"Along the line of strengthening our sales 
organization, we are conducting an educational 
campaign at our weekly sales meetings. 
Each week a new chapter of the history of this 
organization is given to the salesmen. The 
growth of the organization since its inception 
has also been illustrated in diagramatic form. 
As soon as we complete the history of the Tom 
Botterill organization, we expect to take up 
the history of the factory, impressing the sales- 
men with the gradual and consistent growth 
from the small beginning to its present magni- 

Hudson Proves Best Drawing 
Card in Newspaper Test 

The St. Paul Daily News conducts a semi- 
annual subscription campaign in which they 
give away automobiles and other valuable 
allurements, such as a trip to the Eurepean 
battlefields, for the largest number of sub- 

This year the first award was a Hudson 
Super-Six which was purchased for the full 
list price from the Twin City Motor Car Co. 
Judged by actual results, this was the most 
successful premium they have ever offered, 
according to the circulation manager. 


Digitized by 



Hello, Folks! I'm 'Dave' Lewis! This is My Essex 
and We're On Our Way to Texas, 

THRIVING an Essex Roadster covered with golden 


stars, each one of which represents an Essex record, 

"Dave" Lewis, the noted racing driver, left Detroit last 
Sunday to drive overland to the Mexican border. 

Lewis will make no effort to set a record for speed on 
the trip as he is scheduled for more than a hundred stops 
in cities and towns along the way. 

His route will lead through South Bend, Ind., St. 
Louis, Mo., across Kansas to Oklahoma City and then 
South to Dallas, Texas. 

Lewis is one of the most widely known and fearless of 
the younger generation of racing drivers. His most 
recent appearance was on the Cincinnati Speedway, 
where he drove the stock Essex chassis which set a new 
world's long distance endurance record. 

Essex Used to Chase Coyote 
in Big Kansas Pasture 

A race between a coyote and an Essex may 
not sound very thrilling — but then perhaps 
you don't know that when a coyote throws 'er 
into high and steps on its own tail the speedo- 
meter is registering about 50 miles per hour. 

And then a coyote is no respecter of roads — 
he just naturally seems to have a leaning 
toward the open country — the rougher the 
going, the better he likes it. But the coyote 
in question picked the wrong adversary when 
he challenged the Essex being driven by Fred 
Hyames, Essex dealer at Dighton, Lane 
County, Kansas. 

The race took place in one of those large 
pastures for which Kansas is famous, where 
running room is great and fences are not to 
bother a speeding Coyote chaser. The Essex 
swooped down on the fleeing animal, being 
compelled to attain a speed of about 40 miles 
an hour to keep up with it. Round and round 
the car and the animal went, Hyames keeping 
on the outside to herd the coyote into the 
center of the pasture. 

After chasing the coyote for at least ten 
miles, he was still going strong at about 25 
miles per hour. Time after time the car was 
wheeled in a twenty foot circle and turned to 
counter som£ new dodge of Mr. Coyote. But 
the chase went on and on until the coyote was 
completely exhausted and then the fleet little 

Essex Sedan Sells for More 

Than List Price After 

1,860 Miles 

COMMENTING on the story in 
The Triangle regarding the 
sale of an Essex demonstrator at 
San Antonio, Texas, for more than 
the list price, the Twin City Motor 
Car Co., of St. Paul, writes as 
follows : 

"This company recently sold an 
Essex Sedan, driven 1,860 miles, for 
$60 more than the delivered price. 
The car, however, had been painted 
a maroon color by the original 

Essex passed over the animal and the race was 

Hyames took the victim to town with him 
and is having it mounted. When exhibited it 
will be labeled, "Lost out on high," or some 
other suitable title. 

Note Explains Cash Service 
Plan to New Owners 

To eliminate the possibility of any mis- 
understanding regarding service, the following 
letter is sent to each new owner within a few 
days after his car is delivered by the Hudson- 
Brace Motor Co., of Kansas City: 

For your information and so that there will 
be no misunderstandings we wish to say that on 
April 1, 1917, we placed our service department 
and stockroom on a cash basis. 

We did this in order to obviate the necessity of 
increasing our prices due to the heavy increase of 
labor costs and the incidental expense of doing a 
credit business. We felt that it was far better 
to ask the customer to pay cash and thus save him 
considerable money rather than remain on the old 
credit plan. 

This cash system was decided after canvassing 
our entire owner list and has worked out to be 
most successful and has met with instant and 
hearty approval from practically all of our cus- 
tomers both new and old. 

We take this opportunity of calling your atten- 
tion to this cash basis so that you will under- 
stand why we are operating in this way. 

YES SIR! Pushing a business is like 
pushing a freight car — there's no place 
for the bird that wants to ride. 

10,301 Miles in Model O 

In a tour through 23 states covering 10,301 
miles in a Hudson Super-Six^ Jtfodel O, A. E. 
Schenck, of Baltimore, Ohio, reports that he 
averaged 16 * 4 miles to the gallon of gasoline 
and used 1 6 gallons of oil. The cord tires with 
which he started the trip are still on the car., 

Digitized by 






Uhassts assembly 

Hudson Production 

Lift to second floor 


ORE than 85,000 Hudson Super-Sixes had moved 
down the old final assembly lines to waiting owners. 

Then, after five years of ceaseless activity, the flow of 
cars suddenly stopped one day early in March and the 
chain, which extended clear across the front of the factory 
on the second floor was torn up. 

But production never halted for a single moment. The 
steady flow of cars to the shipping dock continued un- 
checked, for only the course of the current had been 
changed, new lines replacing old, without the loss of a 
single car from production which is constantly increasing. 

The new Hudson chassis assembly lines, two pairs of 
chains 700 feet long, now extend down one wing on the 
first floor of the main factory. The final assembly lines, 
also two pairs of chains 400 feet long, run down the same 
wing on the second floor. 

Moving thirty-three inches an hour, the capacity of 

journey down the chains until it rolls off under its own 
power, its movement is only interrupted once, when it 
is lifted by a crane from the chassis to the final assembly 

As one example of the efficiency of the new lines, the use 
of movable trucks has been eliminated, the cradles on 
which the chassis are carried along on the chains being 
brought back under the floor from the end of the lines 
to their starting point. 

When the completed car rolls off the final assembly lines, 
it is filled with gas, oil and water, cranked by its own 
starter and driven under its own power over an en- 
closed bridge, 150 feet long, which crosses three railroad 
tracks, to the shipping dock. 

In manufacturing efficiency, economy of space and 
facilities afforded for fine workmanship, this installation 
represents the last word in scientific factory management, 

On way to the dock 

Overhead bridge to shipping dock 


Start of final assembly 

Digitized by VjOOQ IC 


Blazing Through the Night Where All May 
See~The Sign of ACHIEVEMENT 

Georgia Governor Uses Essex 
Sedan on State Tour 

T-T UGH M. DORSEY, governor of Georgia, 
A -*- recently made a four day tour of a part 
of the state in an Essex Sedan to urge the 
organization of the Georgia Cotton Bank and 
Trust Corporation. 

Gov. Dorsey is the owner of a Hudson 
Sedan and therefore was predisposed to favor 
the Essex as a first cousin of his own car. But 
he repeatedly declared he never would have 
believed the Essex could approximate so 
closely every performance of the senior in the 

The Essex used by the Governor was sup- 
plied by the Grant- Waters Co., who took this 
means to drive home to the farmers of one of 
the richest sections of Georgia that the Sedan 
is as much of a road car as it is a city car. 

William Morriss is Building 
Largest Store in Texas 

William Morriss is building a new Hudson 
and Essex home in Dallas which will be the 
largest building in Texas devoted exclusively 
to the display and care of automobiles, 
when completed. The location is on Ervay 
at Cadez. 

The building will have 100,000 square feet 
of space, will be of fireproof construction 
throughout and will cost approximately 
$300,000. Inclined planes will lead from the 
ground floor to the upper stories and every 
facility to economize on time and labor will 
be installed. 

"We expect to have a building that will be 
worthy of the Hudson and Essex line in both 
appearance and facilities," Mr. Morriss writes. 

THIS is a day and night view of the new building of the Bacon- 
Ryerson Co., Jacksonville, Fla., one of the most beautiful and 
completely equipped automobile palaces to be found anywhere in the 
country. The great electric light sign high over the structure can be 
seen in all parts of the city at night. The building itself is centrally 
located and is occupied on a long term lease. 

80,000 Miles in Stage Service 

Tom Davis, who drives a stage service in 
El Paso, Texas, bought his Hudson Super- 
Six in July, 1916. Since that time it has 
covered 80,000 miles in the rent service run- 
ning day and night. Think of it! Eighty 
thousand miles is almost three times around 
the world, and yet Davis recently sold 
his car for $1,000, which means that he drove 
this distance for a net depreciation of $600, 
for he originally paid $1,600 for his car. Of 
course he immediately bought a new Hudson. 

Owner Pays Tribute to 1912 
Hudson Still in Service 

"I believe my 1912 Hudson ought to be put 
in a glass case with her autobiography pinned 
on her side for the benefit of any who doubt 
Hudson endurance," writes Dr. Wilbur F. 
McConkey , of St. Louis, Mo. 

"I bought this car in the Hawaiian Islands 
and drove it for more than five thousand miles, 
over the mountains and rough country roads, 
often with stiff mud coming up to the hubs, 
before bringing it to the States. Then I drove 
it from San Francisco to the Atlantic and from 
the Atlantic to Chicago and later to Savannah, 

"During all this time the car never failed 
me and never once was she unable to come in 
under her own power. I have driven her about 
St. Louis every day for the past two years and 
am contemplating a tour across Missouri in 
her this summer." 

Essex Crosses River on Ice 

D. A. Bos well, Hudson and Essex dealer, 
obtained considerable publicity in the South 
Bend, Ind., newspapers early in March by 
driving an Essex Sedan up and down the 
St. Joseph River just before the ice broke up. 

SUCCESSFUL publicity, after all, is only 
keeping the favorable attention of the 
public directed on your cars. Whether it 
is in the news columns of a newspaper or 
the windows of a department store — it's 
all publicity. 

This picture shows how the Stowell 
Motor Car Co., displayed an Essex for a 

week in the window of one of the leading 
department stores of Syracuse, N. Y. 
The store was enabled to display the cor- 
rect motor apparel for women by giving 
space to the car. 

"This stunt went over big,' 9 writes the 
Stowell Co., "and lots of people are talk- 
ing about the Essex who perhaps have 
never been so close to one before." 

Digitized by 



Contractor Spends Just $3.10 
on Car in 15,000 Miles 

T^ROM all parts of the country 
reports continue to come in ever 
increasing numbers of the wonderful 
popularity achieved by the Essex 
among business men. Its economy, 
ease of handling and quick get-away 
give it an unique commercial appeal 
which the business world has been 
quick to recognize. 

The Albinson Construction Co., of 
Minneapolis, for instance, has been 
doing some work at Luverne, Minn. 
Mr. Albinson, in conversation with 
B. R. Page, the Essex dealer at 
Luverne, told him that he had driven 
his Essex 15,000 miles and in that 
time has spent $3.10 on it for some 
rubber hose connections. 

Mr. Albinson added that he has 
owned eighteen cars ranging from a 
Ford up to one of the most costly 
cars on the market, but that his 
Essex handles easier and will hang to 
the road better than any car he has 
ever driven. He says that he gets 
about eighteen miles to the gallon of 
gasoline and that his front tires gave 
him twelve thousand and his rear 
ones between eight and nine thousand 
miles service. 

This he explained by admitting 
that he is hard on tires as his work 
takes him around new buildings. 

Twin City to Expand 

The Twin City Motor Car Co., have taken 
over half of the building located next door to 
the present location. Alterations now under 
way will give them a show room 100 by 150 
feet, approximately 20 feet high, all tiled and 
mirrored. The plate glass windows of the 
showroom will be the largest in the northwest. 

Place Your Order Now 

Says One Essex Owner to a Prospect — 

"/ don't see how anyone can drive a car with 
less trouble or get more pleasure out of it." 

TN JUNE, 1919, Samuel Krause, of the Hirth-Krause Co., tanners and shoe 
■** manufacturers, Grand Rapids, Mich., bought an Essex Sedan. 

In August he was so pleased with his car that he wrote an unsolicited letter 
to Paul Hutchings, Essex dealer in Grand Rapids, telling of the wonderful 
way in which it performed during a tour of the Berkshires. 

In December this letter was printed in the Essex Testimonial Book and later 
was distributed at all of the big automobile shows. At the Philadelphia 
show an Essex prospect, W. F. Craven, read this book and wrote to Mr. 
Krause asking him how the car was standing up. 

Mr. Krause's answer is as glowing a tribute as could be paid to Essex endur- 
ance and its ability to retain its newness despite the hardest usage. Written 
TEN MONTHS after his first letter and after he had driven his car 6,000 miles, 
Mr. Krause declares: 

"I don't see how anyone can drive a car with less trouble than I am 
having and get more pleasure out of it than I do with this car. If I 
were getting another car, I would get the same make I have today." 

Which goes to show that the Essex not only makes friends and sells itself, 
but it keeps its friends everlastingly sold. What more could any car do, 
regardless of price? 

HPHIS strong and beautifully enameled 
1 steel sign, in three colors, is now 
ready for distribution. It is 13 by 27 
inches in size and is finished in red, 
white and blue. The price, including 
the hanger, is $3.50. Orders should be 
sent direct to the factory. First come 
first served. 

Earl Cooper, the Racing 
Driver, Buys Essex] 

THE constantly increasing num- 
ber of professional racing driv- 
ers who are buying Essex cars is a 
notable tribute to Essex endur- 
ance and performance, for no- 
where will you find a class of men 
who are more critical or have a 
more exact knowledge of automo- 
bile value. 

Earl Cooper, the holder of many 
speedway records, is the latest pro- 
fessional racing driver to join the 
ranks of Essex owners, having just 
purchased a roadster for his own 
use from the H. O. Harrison Co., of 
San Francisco. 

$17,000 Total Sales in Month 
at Grand Island, Nebraska 

Hard work overcomes all obstacles as is 
proved by the experience of the Keeline-Van 
Rensselaer Co., who took up the sale of 
Hudson and Essex cars at Grand Island, Neb., 
in what is generally termed the poorest season 
of the year. 

They opened up on Nov. 15, and on the 
following day sold and delivered their first 
Hudson, a seven passenger phaeton. Since 
then they have put out seventeen cars, their 
total sales in February, amounting to some- 
thing over $17,000. 

"Now we don't claim to be star salesmen, 
but we do work and are thoroughly sold our- 
selves on the Hudson and Essex," they declare, 
"and we are going to knock 'em cold this 

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Even the Roof Now is Piled High With Material 
to Insure a Steady Flow of Production 

Crank cases, transmission housings, rims, etc., on top of factory. 

factory is the greatest it lias ever Deen at 
a similar period. 

The fact that this reserve is valued at 
approximately $12,000,000 gives only a 
faint idea of the vast stock required to 
insure a steady flow of production during 
the year. 

Although sixty-nine acres of land have 
been added to the plant together with 
over 500,000 square feet of manufacturing 
space in the past year, the surplus of 

The hoist which lifts material to the roof 

and above a birds-eye view of the new 

parts and service building. 

material on hand is so great that it has 
overflowed the yards and buildings on to 
the roof of the main factory. 

In accumulating this gigantic reserve, 
almost insurmountable obstacles have 

still operating, bringing material from 
Youngstown, Cleveland and Toledo. 

Stock chasers have scoured the country 
often bringing in trunks filled with small 
parts as personal baggage. In one case 2200 
pounds of toe boards were brought from 
Chicago as excess baggage. But the 
source of supply has been kept open, 
despite all difficulties, and the way 
cleared for constantly increasing produc- 

Essex is Best Car in Texas Oil 
Fields, Says Owner 

TV/TY Essex has been driven 7,600 miles in 
**'*' the Texas oil fields since last May," writes 
B. K. Stroud, of Dallas, "Of this distance, 
not over 1,000 miles was made on good roads 
where a speed of 25 miles an hour or better 
could be maintained. 

"I would rather drive a car 20,000 miles 
over good roads than the 7,600 miles this car 
has gone, but today the tires are good for 
7,000 more miles and there is not a body 
squeak or rattle to be heard, while the doors 
open and close as they did when the car was 

"When one drives over such roads as we 
have here, and sees cars of every make in 
trouble, one can begin to realize that the 
Essex certainly has good stuff in its make-up. 
It is the best country car I have ever driven 
and I have driven nearly every car on the 

Keep 'Em Sold 

r4AT is the motto of Edwin 
Barnes, of the Motor Sales Co., 
Wilson, N. C. 

Up to March 1st, Mr. Barnes had 
sold 92 Essex in Wilson, which has 
a population of 15,000 people. At 
that date 90 of these cars were still 
in the hands of the original pur- 

Of the other two cars, one, a 
Roadster, was traded in on a tour- 
ing model and the other, a touring 
car, was traded in on a Sedan. 

"Without doubt it is the best car in the oil 
fields for getting about and reliability, and I 
would not hestitate to back it against any 
other car on the market, regardless of price." 

Three Men and 1177 lbs. Are 
Carried By Roadster 

The exclusive advantages offered by the 
Essex Roadster for business purposes is shown 
in a letter from W. H. Roehrick, proprietor of 
the Utility Battery Service of Easton, Pa. 
After describing the wonderful service ren- 
dered by his car, Mr. Roehrick, continues: 

"Our trips to Philadelphia at times neces- 
sitate loading very heavy with batteries. On 
one of my trips returning from Philadelphia, I 
had eighteen batteries weighing fifty -one and a 
half pounds each, one hundred plates weighing 
one pound each, two thousand separators 
weighing one hundred and fifty pounds. 

"The total weight was eleven hundred and 
seventy-seven pounds and in addition there 
were two passengers. Under this load we 
averaged twenty-five miles an hour." 

Digitized by 




Vol. 9 No. 26 - Not Available 

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Production is Resumed 

QRODUCTION, halted by the switchmen's strike, has been 
resumed. The shortage of coal, due to the Walkout, forced 
- the Edison company to refuse power to all factories, causing 

a general shut-down on April thirteenth. 

Last Tuesday, however, the improvement in railway conditions 
resulted in a partial lifting of the ban, and production ^?as resumed 
immediately on a 40 per cent basis. 

Since then the factor? has been working fr?e hours a day, 
although most of the output had to be driven away because of the 
freight yard congestion^ But on Wednesday one hundred and fifty 
cars were shipped. 

Full production will be resumed as quickly as possible and ship- 
ments will go forward just as rapidly as the freight equipment becomes 
available. Until then, the greater part of the output will have to 
be driven awa$. 

During the six davs the plant was shut down, trucks vtere kept 
busy bringing material in from distant points and the body trim and 
seat cushion departments were kept running on full schedule. 

As a result, every back order on hand for seat cushions has been 
filled and these cushions are being sent out as rapidly as railway 
conditions, which are reported to be improving steadily, permit. 

Meanwhile, with production swinging back to normal, distribu- 
tors and dealers should continue their sales efforts without any re- 

Although oversold, it is essential to continue oversold. So keep 
on advertising, and book ever? possible order for future deliver?. 

< Ihe> cars are coming ! 

I a E3 


Digitized by LiOOQ IC 


It Doesn't Cost a Cent, But it Will Help to 
Build Up Prestige and Sell Cars 

i ■Karsnuffl^K^sNiMH huoson «no cssa 


IMPERIAL M^7T^R ^/XR ^^1 /' 


THIS picture shows some of the 
publicity recently run in Nash- 
ville newspapers by the Imperial 
Motor Car Co. 

"We never let an opportunity pass 
to break into the news columns' ' 
writes W. M. Hogan, general man- 
ager of the company. 

"Recently we have given the service 
end of our business considerable at- 
tention and have found the news- 
papers ready to use both stories and 

"Thus we have taught the public to 
instinctively say Hudson, Essex and 

Imperial Motor Car Company. That's 

"We never let an opportunity pass 
to photograph every car sold to an 
important individual. We keep in 
the good graces of the newspapers and 
get them to use this matter which 
gives Hudson and Essex as well as our 
own organization a great deal of pub- 

"These articles with local color are 
read and discussed while the goodness 
of Hudson and Essex cars is impressed 
on the public and the Imperial Motor 
Car Co. is put in the lime light as the 
live wire organization that it really is." 

Hudson Sedan Roof Holds Up 
Under Five Ton Load 

The strength of construction of the Hudson 
Super-Six was graphically illustrated early in 
February when the roof of his garage caved in 
on a Sedan owned by Herbert C. Barnes, 
Great Barrington, Mass. 

The entire weight, estimated by the con- 
tractors at five tons, fell on the top of the car 
which had seen more than 75,000 miles of 
service. The springs of the car were forced 
almost to the floor, but did not break. 

"The top was so well constructed," writes 
Mr. Barnes, "that it did not collapse although 

one rafter tore a hole in its roof and another 
broke a window. This experience convinces 
me that the Hudson contains the best ma- 
terials that can be obtained." 

"The Best Line in the World" 

"I took my first ride in the Essex last year," 
writes Carl Bereuter, of Utica, Neb. "Al- 
though I have been selling cars since 1908, the 
Essex certainly surprised me. As a result I 
gave up the other lines I had been handling 
and now I am proud to say that I am an exclu- 
sive Hudson and Essex dealer. Without a 
question they are the best line in the world." 

Expert Tells How to "Put It 
Across' 9 in the Papers 

"TT PAYS to be friends with the newspaper 
X editors in your territory," says O. K. 
Parker, advertising manager for Harold L. 
Arnold, Los Angeles. 

"From time to time we conduct economy 
tests, endurance runs, hill climbs, etc. All of 
this is well photographed, and we have found 
that the newspapers are only too glad to give 
us space. 

"Local publicity, of course, is the most 
valuable. So we keep in touch with the 
owners and see that the newspapers are kept 
informed of anything they have done with 
their cars which might be of general interest. 

"In addition, we are sending every week 
to every newspaper in our territory one Hud- 
son and one Essex publicity story to supple- 
ment the matter sent out by the factory. 
We also keep them supplied with photo- 
graphs and plate layouts where the photo- 
graphs cannot be used. 

"We have carried on this campaign for a 
number of years and find that it pays 200 
per cent or better in sales for every dollar 

One "Cowketcher" Enough 

The late long staple cotton crop has made 
quite a bit of money for South Carolina Ne- 
groes. A short time ago one of them pur- 
chased an Essex from the H. J. Conder 
Motor Co., at Darlington. A few days later 
he came back. 

"Cap, is you got any of dese here cow- 
ketchers?" he inquired. 

"Do you mean bumpers, Charlie?" 


"Well, Charlie, do you want one for both 
ends of your car?" 

"Nawsir, Cap, aint nobody gwine ter ketch 
up wid me. Ah jes want one fo de front." 

Solon Has Four Cars 

Guy P. Gannett, Republican State Sena- 
tor, of Augusta, Maine, now owns three 
Hudsons and one Essex. His first Hudson, 
a 16-40, was driven some 30,000 miles before 
being turned in. His second, a Model H 
Sedan, was driven three years and was turned 
in this spring for an enclosed car. He now 
has a Hudson Sedan, Coupe and Seven-Pas- 
senger Phaeton and an Essex Sedan. 

Western Golf Champion 
Lauds His Essex 

Jack Neville, amateur golf cham- 
pion of the West, has been the 
proud owner of an Essex Sedan for 
some considerable time. Speaking 
of his car in a letter to the H. O. 
Harrison Co., San Francisco, he 

"I can candidly say that the Essex 
Sedan is the most satisfactory car 
among the seven different makes I 
have owned. With ordinary care 
it performs economically, continu- 
ously and it gives me much pleas- 
ure to drive it. 

"Withal, I can very highly recom- 
mend the purchase of an Essex, and 
particularly a Sedan, to any friend 
of mine." 

Digitized by 



144-Hour Essex Non-Stop Run 
Feature of Auto Show 

'TPHE most talked about event of the Har- 
risburg, Pa., Automobile Show was a 144- 
hour non-stop run staged with an Essex by 
the Gomery-Schwartz Motor Car Co. 

The sides of the car were distinctively 
marked and bore the invitation, "Hail the 
Driver and Tell Him Where You Want to 
Go." The hood had glass panels so that the 
engine could be seen. At night electric lights 
illuminated the motor. 

The car was one which originally was 
driven to Harrisburg on January 15, 1919, 
and had been used as a demonstrator ever 
since, covering 18,112 miles. During the 
non-stop run it made 1,507 miles, averaging 
about seventeen miles to the gallon of gaso- 

Approximately ten of the 144 hours of the 
run passed with the car standing and the 
motor idling, and about 100 hours were spent 
in traffic, stopping and starting, with an 
average speed of fifteen miles an hour. The 
- rest of the time was spent in country driving 
and in giving demonstrations on hills. 

During the time the car was on the streets 
hundreds of persons availed themselves of 
the invitation to use it as a free taxi and its 
feats attracted wide attention. At the end 
of the test the motor was still running as 
powerfully as at the start, not a single ad- 
justment having been necessary. 

Well, Not Exactly 

Dear Editor: Your cry for help has touched me to 

the heart; 
And, though I'm not a salesman, I'll try to do my 

I never sold an Essex, nor a Super-Six; you see 
They sell themselves, on sight, without a bit of help 

from me. 
That's why I cannot hand you out a tip on selling 

The blooming boats, themselves, have got the upper 

hand, it seems. 
I'm doping out a plan, instead, to keep one on the 

I'll anchor it with chains of steel, and barricade the 

Then, perched upon the bonnet, with an automatic 

I'll defy prospective buyers, and keep 'em on the 

But even then, I fear, they'll find a way to circum- 
vent me. 
Does this supply the want expressed in the postcard 

you sent me? 

Triangularly yours, 

Scranton, Pennsylvania. 

We Beg Your Pardon 

In the April 10th issue of The Triangle 
Gen. W. Black was listed among prominent 
Hudson owners. His position was given as 
Chief of U. S. Air Service. This should have 
read Chief of Engineers, U. S. Army. 

QUY L. SMITH, of Omaha, has 
stolen a march on the scientists, 
who have been trying to ring up the 
planet Mars on the long distance 
radio, by making a trip to the moon. 
To prove his claim he had a three 
hundred foot movie of the journey 
made. This being shown in the Omaha 
theaters under the title of "Guy 
Smith Makes Trip to the Moon in 
47 Minutes," and has attracted wide 

The center of the picture is the 
"Flying Essex." This is the Essex 
touring car around which has been 

or mci~ieiiana-i»entry Motor 
Co., Oklahoma City, Okla., in commenting 
on recent stories in The Triangle regarding 
coyotes being run down' by Essex cars. 

"Why, a jack rabbit will run as fast on 
three legs as a coyote on four, and when he 
puts down that left hind leg there are only 
two things that will catch him— a rifle bul- 

let and an Essex," he adds in telling how 
A. C. Mitchell, Essex dealer at Ponca City, 
Okla., recently ran down a jack rabbit with 
his Essex. 

Next question: Can a jack rabbit run as fast 
on four legs as a Kangaroo can hop on two? 

constructed a duplicate of a six hun- 
dred pound bombing airplane, com- 
plete in every detail. 

A short time ago the Moon theater 
in Omaha put on a film called "The 
Great Air Robbery." The theater 
asked Mr. Smith for the use of the 
"Flying Essex," which it was desired 
to put outside the theater during the 
run of the picture. 

Mr. Smith obtained a squad of 
mounted police as a guard and drove 
the "Flying Essex" himself from his 
showroom to the Moon in 47 minutes 
while a motion picture machine caught 
the crowds which trailed along behind. 
It looked like a circus parade. 

And now the "Flying Essex" film 
is being shown all over Nebraska to 
advertise "The Great Air Robbery." 
Some publicity ! 

Circularizing All Used Car 
Prospects Proves Success 

Used car prospects are circularized and 
followed up as religiously as new car pros- 
pects by the E. V. Stratton Motors Co., 
Albany, N. Y. 

In addition, previous purchasers of used 
cars are circularized with the idea that they 
may wish a new car or another used car. 

All cars taken in trade are appraised by 
H. S. Ackerman, head of the used car de- 

Digitized by 



How trunks were carried and (above) sleeping 
tent used on trip 

all that it was necessary to do on its arrival being to 
grease and oil it. 

Sheriff Buys An Essex So He 
Can Catch Other Fellow 

Robert Buech, Sheriff of Milwaukee County, 
has just purchased an Essex from the Jesse A. 
Smith Auto Co., Milwaukee, Wis. 

Sheriff Buech said that the reason he picked 
out the Essex was because he wanted a car 
with which he would always feel certain that 
he could catch the other fellow. 

The Sheriff was not guessing about the 
nimbleness of the Essex, for his son owns a 
Roadster and last week (but don't tell this to 
the Sheriff) defeated a well-known six cylinder 
car for a side bet of $200. 

New Building at Lancaster 

D. Wilbur Ranck, Hudson and Essex 
representative at Lancaster, Pa., has just 
obtained a new building containing 21,000 
square feet of floor space to care for his 
increased business. The structure he is occu- 
pying -at present contains only 7,000 square 
feet of space. Mr. Ranck took over the Hud- 
son franchise in 1914. Since that time his 
growth has been steady. 

Wins New Beauty Prize 

\17HILE the blighting March winds 
* * were still raging in the North, an 
Essex touring car was winning a prize at 
the Seminole Sun Dance Parade at Palm 
Beach, Florida. There are now 70 Essex 
in the city which has a population of 

Essex Makes 300 Miles Over 
Mountains in Two Days 

Driving the first Essex ever received in 
Missoula, Mont., William Wills recently 
covered the 300 miles from Arlee, Mont., to 
Spokane, Wash., over mountainous roads 
filled with snow and ice in two days, travel- 
ing only during the day. The car had already 
been driven 5,000 miles and despite the steep 
grades encountered, he only shifted out of 
high gear five times during the trip. The car 
averaged a little over 20} 2 miles to the gallon 
of gasoline. 

"Worm's Eye" View a Hit 

Scores of prospects were attracted to the 
salesroom of Ernest Schneider, Yakima, 
Wash., by an Essex placed on its side in the 
window to give "worm's eye" view of the 
mechanism. The crank case was removed, 
exposing the crank shaft. During the first 
week of the display Mr. Schneider's sales 
totalled four Essex phaetons, one Essex sedan 
and one Hudson Super-Six. 

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World's Greatest Circus Pays 
Tribute to the Essex 

TUST twenty -four years ago there were only four 
J automobiles in the United States. 

At that time a circus was announcing the exhibit of a 
'horseless carriage' among the freak wonders to be seen 
under the 'Big Top.' 

But today, an Essex, selected as the most advanced 
example of the automobile designer's art, is one of the 
star attractions at the Ringling Bros, and Barnum & 
Bailey Circus, in Madison Square Garden, New York. 

Just after the finish of a Wild West act, when the 
resounding applause is stilled in 

pets, the car bursts into view, its white finish and nickel 
plated trimmings flashing back the great spotlights until 
the car itself appears almost luminous. 

It is an Essex Phaeton, driven by a chauffeur uniformed 
in white, and contains Bird Millman, the star of this 
year's circus. Stopping at her ring, it remains during 
her act and then carries her from the arena. 

As the appearance of the car follows an act filled with 
hair-raising equestrian stunts, it serves to emphasize the 
dignity, comfort and beauty of the automobile. 

This Essex has appeared at every 

Digitized by 



Beautiful Window Display Draws the Gaze 
of Hundreds at Nation's Capital 

THE windows of a store are too valuable an asset to be neglected. The above 
picture shows an especially effective display arranged by the Lambert-Hudson 
Motors Co. for the "Buy a Car Week," in Washington, D. C. An Essex Roadster 
equipped with a special top was placed in a stock metal garage in front of which 
imitation grass, cement runways, a fence and flowers were arranged to represent a 
yard in the rear of a home. Hundreds of persons stopped to admire this setting 
during the week. 

What They Say About the Essex 

The Essex touring car I purchased in July, 
1919, has since run more than 15,000 miles. 
It still has one of the original tires, the others 
having given over 12,000 miles of service be- 
fore they were replaced. My car runs as well 
today as it did when purchased and has never 
given me a moment's trouble. — FRANK 

I have driven my Essex a little over 1 1 ,000 
miles in five months time. Its original non- 
skid tires are not yet worn smooth. On a 
2,500 mile test I averaged 18.3 miles per gal- 
lon of gasoline. It uses about a quart of oil 
to every 500 miles. The Essex is an exception- 
ally easy car to operate and I believe for flexi- 
bility and power is superior to any other car 
in its class.— STEVE C. LATTNER, EL 

After using an Essex for past five months, 
my enthusiasm in its behalf is so great that I 
want to write you and tell you I never owned 
an automobile that suited my purpose better 
than this one. I can recommend it to anyone for 
either business or pleasure as it combines 
speed, power and the comforts of the $5,000 
automobile with the small gasoline consump- 
tion and the long tire mileage of the light car. 
If I should buy another car tomorrow, it would 
be an Essex.— H. W. FIELD, REMOUNT 

My opinion of the Essex, feebly expressed, 
is this, "She'll go where you want her to go, 
with ease. She'll do what you want her to 
do." I have made four thousand miles with 
only one tire change and they look good for 
another season. I also have made 27 miles in 
48 minutes and there is always more speed 
there if you want it.— DR. B. L. BATES, 

My Essex is proving all that could be 
wished. It is easily handled in all sorts of 
roads, is easy driving, and delivers one quickly 
and comfortably ready for business. A fellow 
gets out of bed easily even after a 300-mile 
drive in one day as I did two days last week. 

I have driven my Essex about 3,300 miles. 
Prior to that time I drove an expensive eight 
cylinder car to which, in my opinion, the 
Essex can be favorably compared from the 
standpoint of ease of handling and flexibility. 
When I purchase another car I expect to get 
another Essex.— H. R. GILBERT, EL PASO, 

My Essex has gone over 6,000 miles and I 
find it improving with use. I take pleasure in 
recommending the Essex to any of my friends 
and acquaintances as the greatest performing 
automobile I ever had the pleasure of owning. 

We are very much pleased with our Essex. 
Have driven it since May with very little 
expense. It travels as well over the mountains 
as on the level. In fact, it seems a thing of life 
at all times, the way it will pick up speed. It 
will clean up anything on the road if we cared 
to drive so fast. We have seen no other car we 
would care to own since driving our Essex. — 

Owner is Chased as a Thief; 
Proves Hudson Endurance 

R. A. Wren, manager of the Hudson and 
Essex Sales Co., Burlington Junction, Mo., 
recently loaned his Hudson to a friend who was 
going to Maryville to catch a train. The car 
was to be left at a garage there so Mr. Wren 
could pick it up later in the day. When Mr. 
Wren arrived in Maryville he went to the 
garage and took the car. 

One of the managers who did not know of 
the arrangement and thought the car was 
being stolen immediately started in pursuit 
in another car. Mr. Wren thinking that the 
car following him desired to race, "stepped 
on 'er" and led his pursuer a merry chase 
all the way to Burlington Junction. 

There the situation was explained and the 
pursuer returned to Maryville minus not only 
the Hudson but a tire from his own car and a 
hat which had blown away in the race. Be- 
sides, the story was featured on the front page 
of the local newspaper. 

Sells Banker Three Hudsons 
and Four Essex Cars 

A. J. Hammond, of the Hammond Broth- 
ers, Hudson and Essex representatives at 
Santa Maria, Cal., is a thorough believer in 
the "Sell Your Banker" slogan. He has not 
only sold his banker, William H. Rice, but 
his banker's entire family, which now owns 
three Hudson and four Essex cars. Ham- 
mond Brothers are proud of the fact that 
although they have only been in business for 
two years they have built up the biggest 
agency, with one exception, in their territory. 
"And before another six months we will be 
the biggest dealers in town," says Mr. Ham- 

Essex Beats Train Time 

After taking his wife to the train at Clarks- 
dale, Miss., O. L. Sinn, an Essex owner, 
drove to Memphis and met her as she step- 
ped from the train. The train schedule is 
two hours and thirty minutes and the dis- 
tance by road is a bit over ninety miles. 
The time is considered exceptionally good 
because of the condition of the roads, which 
are dirt and very rough. 

They Wanted the Get-away 

Perhaps it was because the fugitives had 
heard of the marvelous "get-away" qualities 
of the Essex, but anyhow when the mystery 
surrounding the recent $40,000 robbery of the 
Union Bank and Trust Co., Helena, Montana, 
was solved it was found that part of the 
proceeds of the robbery had been invested in 
an Essex which was recovered. "It's just as 
good as the cash," said a bank official. 

THOSE who work less may find them- 
selves workless. 

THERE is only one person who is jam- 
ming the brakes on your progress. 
And he spells his name, Y-O-U. 

THE chap who hasn't much above his 
nose has to push out his chest to 
make a showing. 

THE human scrap pile is full of dere- 
licts who postponed until the next 
day the things they should have done 
the day before. 

YOU'VE got a Super -Six engine in 
you capable of developing great 
power. Then why be content to roll 
along on second speed? Step on the ac- 

Digitized by 



Essex Roadster Pulls 2y 2 -Ton 
Truck Out of Hole 

Here is the log of an Essex Roadster 
driven by G. R. Garmon of the Arthur J. 
Cummiskey Motor Car Co., Inc., Lowell, 

Since Nov. 1st this car has run 4,000 miles 
over the worst roads a hard New England 
winter had to offer without being laid up a 

Less than a week ago it hauled a big 2 3 2 
ton truck out of a hole in which it had been 
stuck for two hours. 

Competing against a much more costly 
and higher priced car on a hill test, it did 5 
miles per hour at the foot and 3 miles over 
the top against the other car's 10 miles at the 
foot and 4 over the top. The prospect was 
sold, of course. 

Rescued a doctor whose more costly car 
had stalled and took him to his patient after 
bucking a three foot snow drift. 

Essex Sells for $1,250 After 
Being Run 10,000 Miles 

"A. K. Blakeney, of Gregory Brothers of 
Camden, S. C, has advised us that the first 
Essex offered at resale in his territory was 
sold for $1,250," writes J. M. Black, Presi- 
dent of the Black-Frasier Motor Car Co., 
Inc., Columbia, S. C. 

"This car had been driven about 10,000 
miles and Mr. Blakeney states there is no car 
in its class that would bring anything ap- 
proximating this resale price. 

"For your information, reports of this kind 
come from every dealer in our territory, 
which proves that the Essex is a very worthy 
member of the Hudson family." 

Countess Drives an Essex 

One of the most recent Essex owners in 
New York City, is Countess Otto Kahn who 
is driving a Roadster. S. I. Rothschild, also 
of New York, is the possessor of an Essex 
Sedan, while the Standard Oil Company (No. 
26 Broadway) has purchased two Essex 

Mikado Buys Two Essex 

The Imperial household of Japan has just 
purchased two Essex cars in addition to the 
seven Hudsons they already own. The Japan 
Automobile Co. reports that there are now 
more than 400 Hudson and Essex cars owned 
in the Land of the Mikado. 

EDWIN T. MEREDITH, recently ap- 
pointed secretary of agriculture in 
President Wilson's cabinet, about to 
• tart out on a motor ride through Wash- 
ington in his Hudson. 

Three Circular Letters Sent to 1,000 Persons 
Bring in 125 Live Prospects 


^ M, 




THIS picture shows the equipment 
installed some months ago by the 
Hudson Motor Company of Illinois 
for sending out circular letters. All 
of the machines are power driven and 
the letters are even automatically 
folded in any shape desired. The to- 
tal cost of the equipment was ap- 
proximately $5,000, while the cost 
per letter sent out is about three 

cents each. Three letters sent out a 
short time ago have brought in 125 
prospects, according to D. L. Agnew, 
advertising manager for the Chicago 
distributor. These letters were sent 
to a list of approximately 1,000 
names and have actually sold four 
cars, while several more prospects 
they turned up are on the point 
of buying. 

Success No Secret 

"There is no secret about success 
Success simply calls for hard work, 
devotion to your business at all 
times, day and night. I was very 
poor and my education was limited 
but I worked very hard and always 
sought opportunities. 

"To win in the battle of life a 
man needs, in addition to whatever 
ability he possesses, courage, ten- 
acity and deliberation. He must 
learn never to lose his head. But, 
above all, hard work is the thing." 
— Henry C. Frick. 

9632 Miles on Detroit Air 

Rion Dow, of Fort Dodge, la., reports that 
he has driven his Essex 9632 miles, that it is 
still on the original set of tires, one of which 
still carries the Detroit air. 

Only Want 500 More Cars 

"Our only regret during the automobile 
show here was that we did not have 500 Hud- 
son and Essex cars, for we believe we could 
have delivered them all from the show/' 
writes the Black- Frazier Motor Car Co., 
Columbia, S. C. "Without doubt we could 
deliver this month our entire contract for the 

State Policeman Buys Second 
Essex to Replace First 

An Essex salesman was recently driving a 
car widely known for its speedway perform- 
ances from New Haven, Conn., to Hartford 
to offer it for sale, the car having been taken 
in trade. 

On the road he encountered a member of 
the state police force driving an Essex Road- 
ster. Asked what he thought of his Essex, the 
officer of the law retorted : 

"I can trim that cart of yours. I am pick- 
ing them up every day in the week," and 
proved it by beating the speed car into Hart- 

This same officer formerly owned an Essex 
Phaeton which was destroyed by being pushed 
over an embankment by a truck. He was 
very much grieved as he claimed that he could 
hold it wide open on the road longer than any 
automobile he had ever driven. However he 
immediately purchased another Essex. 

Quits "Family," Keeps Essex 

"Although I am no longer with the Big 
Family," writes L. J. De Broux, of Fresno, 
Calif., "I am in position to state that the 
Essex is the 'greatest light car in the world.' 
I have driven my Essex 6,000 miles over the 
worst parts of California and without question 
it is the greatest car I have ever driven — and 
I believe I have driven everything from one 
lungers to twelves." 

Digitized by 



Year's Test Proves that Service Efficiency PAYS 

ditions, a ventilating system keeping the building 
free from gas at all times. 

Adjustable motor stand and tanks in which all parts are cleaned 
before they go to mechanics. 

Digitized by 








After Driving 33,831 Miles in 15 Months 

TXTHEN the Essex was 
W introduced in 1919 
we said: "Let the Essex 
owner tell you about the 
Essex car. Ask him how 
he regards it.'* Here is 
evidence of Essex value 
and satisfaction, based on 
15 months of service, and 
this letter was not written 
to the factory or the dis- 
tributor, but to a prospect 
who asked A. I. Bruett, 
a Milwaukee piano sales- 
man, what he thought of 
the Essex. Read what he 
has to say. 

Mbonr flftranfi 1066 


Junius ^Vfti 

JJlaurr JJtmtoB aud Stalking 

(25-627 •*» CranH Aaronr 
152 frraratfc Strrrt 

fHthuankrr. Vinrnnain 

April 22. 1920 

Mr. ffln. "Wettman, 
Box 86, 
Rookfield, Wis. 

Dow Sir: 

Answering your letter of April 20th, relative to how my Essex is standing 
up, beg to advise that I own one of the first £eaez oar a delivered in 
Milwaukee and perhaps have driven it farther or at least as far, as any 
Bsaez in the oountry, my speedometer reading 33,631 mi lea. 

In the last year and throe months 1 believe I have driven thia oar harder 
and it has atood for more abuse than most automobiles are given in a 
life time. 

Having owned and driven most mattes of the ao-salled light oara, I think my 
opinion is baaed on facta. I drive a oar real hard through all kinds of 
weather and all kinds of roads - nothing stops me. My Essex has been a 
suooesa in every way. The only expense I have had on same would be what 
any oar requires occasionally, grinding valves, removing oarbon and general 
tightening up. I have never had any parts replaced. 

1 out-perform every oar that I meet on a oountry high-way. I honestly 
believe I oan drive ay Easex one hundred miles over country roada faater 
than any stock oar made. 

I average two hundred mi lea on a quart of oil and about eighteen mi lea on 
a gallon of gasoline. 

You will make the mistake of your life if you buy anything but an Essex 
as there is no oar in its class that I believe as good. 

Trusting this is the information you desire, remain 

Very truly yours. 

(Signed) A. I. Bruett, 


Digitized by 



Showing An Entire City the Fine Workman- 
ship in Hudson and Essex Cars 

THIS is how the public of Springfield, Mass., was shown how the Hudson 
and Essex are built, by J. S. Harrington, Inc. 

A canvas screen twenty feet square was suspended on the front of a leading 
department store and lantern slide views showing the interior of the factory 
and views of the cars themselves in process of construction were thrown upon 
it from a lantern in a building across the street. 

In this way hundreds of persons who had never seen an automobile factory 
in their lives were taken for a trip through the largest plant in the world de- 
voted exclusively to the building of fine automobiles. Special slides were used 
to call attention to all the Hudson and Essex records. 

Owner Refuses to Part with 
Hudson Record Holder 

After being driven close to 100,000 miles, 
winning the 1916 hill-climbing contest with 
The Spokesman-Review trophy cup at Spo- 
kane, and establishing a series of road records, 
the first Hudson Super-Six to reach Spokane 
is now owned by Judge J. H. Ailshie at Coeur 
d'Alene, and the judge refuses to part with it. 

The car bears the serial number "H-20." It 
reached Spokane on January 6, 1916, and was 
at once put into service as a demonstrator by 
the John Doran company. 

In April, 1916, H-20 won the free-for-all 
hill climbing contest during the automobile 
show. The Super -Six was driven by Frank J. 
MacDonald, who is now at Lewiston, and 
easily outdistanced the nearest competitor, a 
stripped eight-cylinder car, a time of 36 4-5 

After the hill climbing contest, to prove 
that the Hudson was equipped with a stand- 
ard gear ratio and was not especially designed 
for hill climbing, it was taken out on a level 
road and attained a speed of 76 miles an hour. 

I feel fully convinced that these three tires 
will do 10,000 miles of road duty. 

"Without a doubt the Essex is the easiest 
car on tires I have ever seen. This is true 
with fabric tires, I know, but what could be 
accomplished with cord tires I can only 

"My gasoline mileage averages 18.5 to the 
gallon, which I consider excellent as most of 
this mileage consisted of short trips by my- 
self and shopping excursions by Mrs. Stephen- 

Salesman's Time is Saved by 
Using Circular Letters 

Think of the hours wasted by salesmen 
trying to get interviews or appointments with 
prospects. Would not much of this time have 
been saved if your prospect had been called 
on at regular intervals by that little, inex- 
pensive mail salesman — the circular letter? 

By mailing out these circular letters sent 
to you every week you prepare the way for 
the visit of the salesman. Your proposition 
is not strange to the prospect. He always 
knows something about it and the salesman 
can easily seek a definite appointment by 
calling him on the telephone and saying: 

"We have been writing to you about our 
car and now we are anxious to show it to you 
and to prove conclusively that it is exactly 
what we claim it to be." 

Confidence Keynote of Two 
Conventions of Dealers 

Unbounded confidence was the keynote of 
two conventions of Hudson and Essex dealers 
recently held in the South. 

The Reliance Auto Co., of Birmingham, 
Ala., entertained its dealers at a banquet in 
the Hotel Tutwiler after a business session in 
the afternoon. Almost every point in the 
territory was represented. 

Thirty -eight out of forty dealer points were 
represented at the convention of the dealers 
of the Motor Company of Winston -Salem, 
N. C. Some dealers came over 300 miles to 
attend the meeting. The editors of two local 
newspapers and several leading bankers de- 
livered addresses. The business session was 
followed by a banquet. 

Belgium Tribute to Essex 

"There is not a car on the market equal to 
the Essex," writes T. Pilette, Hudson and 
Essex representative at Brussels, Belgium. 
"I was the former agent of the Mercedes, but 
I have never seen a motor the size of that of 
the Essex having such response and flexibility 
or a car which would give such pleasure to the 
driver as the Essex." 

Police Use Essex Roadster 

Speed law violations in Pueblo, Colo., have 
been on the decline since the police depart- 
ment there acquired an Essex Roadster. The 
first victim to fall into the hands of the law 
was a dealer driving a rival demonstrating 

Essex is Easiest Car on Tires 
Declares Proud Owner 

"The Essex I purchased last May will soon 
have traveled 8,000 miles," writes A. C. 
Stephenson of Chattanooga, Tenn. "Two of 
the original tires are on the front wheels. 
The third is being carried as a spare. The 
fourth has a bad stone cut and was not vul- 
canized so a blowout ensued, but it had al- 
ready made 6,500 miles when this happened. 

HUDSON was the pioneer in introduc- 
ing enclosed models of distinction, 
luxury and beauty to the American pub- 
lic and its leadership is admitted wher- 
ever this type of car is used. 

The picture above shows the earliest 
Hudson Coupe beside the latest Super- 

Six car of this type and graphically illus- 
trates the development of enclosed 
models during the past few years. 

The 1912 masterpiece is proudly owned 
by K. McLeod, manager of the Olympic 
Club, San Francisco's famous athletic 

Digitized by 



Cleveland is to Have Model 
Hudson-Essex Home 

The last word in sales and service facilities, 
not alone in size but in appointments as well — 
that's the promise of F. E. Stuyvesant, re- 
garding the new home of the Hudson and 
Essex cars now being rushed to completion in 
Cleveland, O. 

The new building is located at Euclid Ave. 
and E. 49th street with a frontage of ninety 
feet on Euclid Ave. and a depth of 625 feet. 
The part of the building facing Euclid Ave. 
will be four stories in height and the upper 
floors will be reserved for offices. 

The remainder of the structure will be 
three stories high and will be devoted exclu- 
sively to Service and display space. The 
ground floor alone will contain 56,000 square 
feet of space with an additional 3,000 feet on 
the mezzanine floor which will surround the 
display space. In addition the two upper 
floors in the service section will give 76,000 
square feet more of room. 

The interior color arrangement will be car- 
ried out in tile, while ample light will be 
afforded through the big glass windows on the 
front and side. A lunch room, assembly hall, 
shower baths and lounge rooms will be pro- 
vided for the employes. 

Part of the building will be completed on 
Aug. 1 according to present plans and the 
remainder should be ready for occupancy 
Nov. 1. The lease on the entire property is 
said to have involved a consideration of about 

"Our only thought in building at this time," 
says Mr. Stuyvesant, "was to keep pace with 
the growth of the Hudson plant and to have 
the type and kind of facilities that would be 
in keeping with Hudson and Essex success." 

$1,350 is Paid for Used Essex 
After Over 9,000 Miles 

"In the April 10th issue of The Triangle 
we note that an Essex car sold for $1200 to 
A. F. Herden of Fort Smith, Ark., after being 
driven 8,127 miles," writes I. H. Heydt, of 
the Heydt Motor Co., Reading, Pa. 

"We can beat this record," he adds. "On 
March 8th, 1919, we sold Essex No. 6827 to 
J. W. Lundy, Reading, Pa. After being 
driven 9,080 miles it was stolen and upon its 
recovery was traded in with us for an Essex 

"No. 6827 was repaired, having been dam- 
aged by the thief, and was then used as a 

Hudson Super -Six Motor in Boat Wins 
Every Race Entered in Past Two Years 

A LTHOUGH adapted to a service for 
^*" which it was never intended, a Hudson 
Super -Six motor has proved that its mastery 
of the waves is as complete as its mastery of 
the highways by its record in the " Mystery 
IV," a motor boat owned by Frank A. Gar- 
butt, a millionaire sportsman of Los Angeles. 
Equipped with a regular stock Super-Six 
motor back in 1917, the Mystery IV won the 
Santa Catalina Perpetual Challenge Trophy. 
In this race the motor was run practically 
wide open for a period of three hours, twenty - 
one minutes, without missing a shot or devel- 
oping any engine trouble whatever. 

For two years the Mystery IV won every 
race in which it started, capturing the Cata- 

lina Trophy three times in succession, this 
being a race of 75 miles in the open sea. It 
also won the Nordlinger Trophy at Bal- 
boa. During this entire period the motor was 
never overhauled. 

"Before using the Super-Six motor," writes 
Mr. Garbutt," I thoroughly tested it on the 
block and had no difficulty whatever in 
getting the 76 horsepower claimed for it. In 
fact, under favorable conditions, the brake 
gave us 80 horsepower or better. 

"The range of engine speed is quite remark- 
able, as we are successfully turning the pro- 
peller to any desired speed, from 175 revolu- 
tions to 2400 revolutions per minute. Its 
freedom from vibration makes it a particularly 
desirable motor for a light boat." 

demonstrator until our automobile show when 
it made a 120-mile non-stop run. Imme- 
diately afterwards it was sold to O. R. Brown, 
of Reading, Pa., for $1350." 

Gas Co. Chief Likes Essex 

J. A. Sloan, manager of the Ohio Gas Light 
and Coke Co., Napoleon, O., has driven his 
Essex Roadster 5,140 miles without a single 
adjustment except to have the valves ground 
once. Mr. Sloan, who has always heretofore 
owned high priced cars, is very enthusiastic 
over his Roadster. 

It is probably the finest and 
most completely equipped establishment to house automobiles that can be found 
anywhere in Arizona. 

Demands $1,500 for an Essex 
After 10,000 Miles Use 

"In looking through the Triangle issue of 
April 10th," writes H. S. Melton of the 
Chote-Melton Hudson Co., Paducah, Ky„ 
"I notice a story regarding the sale of an 
Essex run 8,127 miles for $1200. I take it 
for granted that this was a good price in the 
section of the country mentioned. But the 
car would have been worth more here. 

"Only one Essex has appeared on the used 
car market here, the first demonstrator we 
received back in February, 1919, and we sold 
that to E. O. Davis for $1,500 after it had 
been driven 10,000 miles. After driving this 
car several thousand miles, Mr. Davis refused 
to sell it to his company for less than the 
$1,500 he paid for it. 

"Since that time, Mr. Davis has bought 
two Essex Roadsters for business use and an 
Essex Sedan for his wife. He still has the 
used Phaeton we sold him and we do not 
believe it could be purchased today for $1200 
although it has been driven 15,000 miles. 
That's the kind of friends we find the Essex 
is making." 

'Plane Speeds Up Sales 

R. N. Van Sant, Hudson and Essex dealer 
at Casper, Wyo., is using a Curtiss airplane 
to cover his territory. The plane is driven 
by one of his salesmen, Bert Cole, who is an 
experienced aviator. The airplane enables 
Mr. Van Sant to reach prospects living in far 
away and inaccessible places with the utmost 

Editor Buys an Essex 

Victor F. Ridder, publisher of the New 
Yorker Staats-Zeitung, has just purchased an 
Essex Roadster for his own use, according to 
reports from New York. 

Digitized by 



Business is Like a Freight Car 
— Keep on Pushing 

"TUST because you fellows have got 
J a few orders ahead is no excuse for 
going fishing," declared the wholesale 
manager. He was talking to three 
dealers in his office. 

"Only yesterday one of our sales- 
men lost a sale to a car that is prac- 
tically unknown," he continued. "It 
is a good car, but ours is far super- 
ior in every way — in fact, I am pos- 
itive it would have suited this pros- 
pect better. 

"Now, mind you, I'm not kicking. 
I don't care so very much, in fact I 
was rather glad that it turned out as 
it did because this particular salesman 
and several of the others around here 
have been loafing on the job and it 
gave me an opportunity to give 'em a 
little common sense. 

"You see it's like this: 

"We have the prestige that goes 
with the handling of the most popular 
fine cars in the world. 

No Substitute for Work 

"No doubt about that, but prestige 
cannot be made a substitute for hard 
work. Salesmen representing less 
popular cars are forced to make up in 
real effort what their cars lack in 

"If a salesman representing such a 
car isn't a go-getter he's licked before 
he even gets started. It's a case of 
SINK OR SWIM— and lots of 'em 
sink — but occasionally you will find 
a fellow like this bird who beat us to 
it yesterday who has got the punch. 

"This kind of a salesman schemes 
and plans. He knows he's up against 
it. He knows he's got to put it over 
single handed. So he lays awake 
nights devising sales propaganda and 
getting up a FULL HEAD OF 
STEAM. Then he goes out and does 
REAL WORK. He sticks to it day 
and night. He actually sweats with 
the prospect — and that's what 

"So we cannot afford to sit back 
and say that our cars are so good and 
so well known and so widely adver- 
tised that they will sell themselves. 
We cannot afford to quit fighting for 
a single instant. Even if we have sold 
everything in sight, we have got to 
keep going to RETAIN OUR LEAD- 

Like Pushing Freight Car 

"Business is like a bunch of fellows 
pushing a freight car — the idea being 
not only to keep the freight car mov- 
ing but to keep it moving faster and 
faster all the time. 

"But one of the fellows gets tired 
and then he discovers that he can just 

Revolving Stand Reveals Beauty of Essex 

THIS unusual photograph shows 
the way an Essex was displayed 
by the Hudson-Brace Co., of Kansas 


The table on which the car is sup- 
ported is mounted on an axis, pivoting 
upon a Timken bearing. 

There is a motor beneath the table 
which rotates the car, thus giving the 

public a view from every angle. 

Legs on the sides of the pedestal 
prevent its tipping and allowing the 
car to wander off. 

The platform, attractively draped 
with black velvet, made one revolu- 
tion every minute and attracted wide 
attention during the two weeks it was 
in operation. 


"To do the right thing, at the 
right time, in the right way; to do 
some things better than they were 
ever done before; to eliminate 
errors; to know both sides of the 
question; to be courteous; to be an 
example; to work for the love of the 
work; to anticipate requirements; 
to develop resources; to recognize 
no impediments; to master cir- 
cumstances; to act from reason 
rather than rule; to be satisfied 
with nothing short of perfection." 
— John G. Shedd, Marshall Field & 

Thanks All Those Who Send 
In Names of Prospects 

When an owner or a friend gives the name 
of a prospect to the Hudson-Brace Motor Co., 
Kansas City, he is sent the following note of 
appreciation : 

4 'In the hurry of business there is not al- 
ways the opportunity to say the thing which 
should be said and which we would most like 
to say, so will you let us take this means of 
expressing now our appreciation of the cour- 
tesies you have given? 

"It is the sincerest compliment to our or- 
ganization that you should go out of your way 
to do something that will add to the success 
of this organization. 


run along without doing his share of 
the pushing — It wouldn't take 
much headwork to discover that, 
would it? — And then several other 
fellows discover the same thing, and 
pretty soon, one of 'em even wants to 
get on and ride! 

"Yes, sir, that's just what will hap- 
pen to your business if you depend on 
prestige and the fact that you are 
oversold now to coast you along. 
Things are coming your way today, 

His Hudson So Good He Never 
Had Chance to Try Essex 

Truxton Beale, former ambassador to Rus- 
sia, some time ago purchased a Hudson and 
an Essex. He had owned a very high priced 
car and a light car. He used the light car 
almost exclusively as his high priced car was 
in the repair shop so much of the time. 

So when he got the Hudson he also pur- 
chased the Essex, feeling that the Hudson 
would be in the repair shop frequently, but 
he never had an opportunity to drive the 
Essex and he decided to sell it as his Hudson 
would not refuse to run. 

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Famous Dirt Track Champions 
Choose the Essex 

TTHE superior endurance of the Essex again 
* has been strikingly demonstrated in three 
Southern racing meets. 

Driven by "Sig" Hugdahl and Ray 
Lampkin, two stripped Essex chassis scored 
victories at Atlanta, Ga., Albany, Ga., and 
Birmingham, Ala. 

At Atlanta, on April 24th, the Essex cap- 
tured first place in the five and fifty mile 
races, besides winning one second and one 
third position. 

This triumph was repeated at Albany on 
April 26th, when the Essex won all three 
races — three, five and ten mile events. 

Another victory was won at Birmingham 
the same week, when Lampkin piloted his 
Essex into first place in the three mile "free- 

In the fifty mile event Hugdahl held the 
lead until a tire put him back into second 
place, too near the last lap to regain his lead. 

In all of these races the Essex won despite 
the fact that it was pitted against high pow- 
ered racing machines, one of which has a 

record of 119 miles per hour on a Florida, 

The Essex victories resulted not from speed 
alone, but from its ability to withstand the 
terrific pace, where less sturdy but more 
powerful cars were forced into the pits for 

Like other terrific tests to which it re- 
peatedly has been subjected, these races 
proved that the Essex is powerful, efficient 
and marvelously enduring beyond anything 
previously known in the light car class. 

The two Essex used in these events were 
standard chassis which were obtained by 
Hugdahl and Lampkin only two weeks be- 
fore the races in which they were entered. 
The frames were cut down to give a 95-inch 
wheel-base and the springs correspondingly 

Hugdahl and Lampkin are nationally 
known professional drivers. As they stake 
not only their lives but their money on the 
ability of their cars, their selection is a 
notable tribute to their confidence in the 

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This "Fifty-Four" is Still in Service, After 
248,000 Miles in Rental Business 

"THAVE driven an automobile for 
X more than 20 years, beginning 
with a one cylinder 'horseless buggy', " 
says Gus Remsen, of Los Angeles, 
"and from that up to the highest 
priced cars made, but never have I 
been more fully satisfied than with 
my Hudson '54'." 

This Hudson, according to Mr. 
Remsen, has covered more than 248,- 
000 miles in the rental business since 
he purchased it from the original 
owner in 1916. Besides, this car has 
made four transcontinental tours car- 

rying seven persons each way on every 

"I doubt whether there is any car 
in Southern California with a greater 
record for durability, mileage and 
economy than my Hudson, which is 
still one of the most popular cars in 
Los Angeles," says Mr. Remsen. 

"For nearly a quarter of a million 
miles its service has been continuous 
and unfailing, day and night, with the 
exception of eight brief periods when 
the carbon was being cleaned out and 
the valves ground." 

Essex "Star Cars" Are Being 
Used in Many Places 

"Star Cars" patterned after the Essex 
Roadster used by "Dave" Lewis in his trip 
from the Canadian to the Mexican border are 
being used in many territories with excellent 
results. They attract attention wherever 

The first "Star Car" was prepared by the 
Bemb-Robinson Co., of Detroit, for the auto- 
mobile show. The sides of the car were 
covered with stars having golden points 
around a hexagon outlined in red. The center 
of each hexagon contained an Essex record. 

Two of these cars are now being used in the 
northern Michigan territory. "Dave" Lewis 
has another at Dallas, Texas. A third is be- 
ing prepared by the R. V. Law Motor Car 
Co., of Indianapolis, for their territory men 
and a fourth will soon be put in service by the 
Bacon-Ryerson Co., of Jacksonville, Fla. 

His Seventh Hudson 

D. V. Johnson, president of the Tennessee 
Grain Co., has just purchased his seventh 
Hudson — a Four-Passenger Phaeton — from 
the Imperial Motor Car Co., Nashville, Tenn. 
What better proof could be had of the quality 
of the car and of the calibre of the Nashville 
organization behind it? 

Regarding a Stamp 

WE'LL admit that a postage- 
stamp can be licked. 

Even at that you've got to do the 
job behind its back. 

But a stamp never knows when 
it's licked. 

Placed on a piece of mail, its one 
object thereafter is to deliver the 
goods at a prescribed destination. 

And that's exactly what it does. 
Through storm and flood, wreck 
and disaster, it hangs on and never 
lets go — it sticks until it gets there. 

So for two cents you can employ 
a salesman who will deliver your 
sales message direct to your pros- 
pect. The circular letter is a time 
saver and it has proved that it will 
sell cars. Why not use it ? 

Essex Offered as Prize 

The Trinidad Motor Sales Co., Trinidad, 
Colo., is receiving a great deal of local pub- 
licity through the sale of an Essex to The 
Evening Picketwire. The car is being offered 
as first prize in a subscription contest. 

How Territory Man's Report 
Classified Two Salesrooms 

JOHN JONES — Salesroom is well located 
but very badly kept. The windows appar- 
ently have not been washed for weeks. The 
floor also is dirty and covered with mud and 
oil tracks. The decorations are soiled and the 
single car on display seems to have been left in 
one position for some time and is covered with 

ARTHUR SMITH — Salesroom is small and 
location is not the most desirable but it is 
The position of the car on the floor is changed 
every few days. Trade marks are prominently 
displayed. Every opportunity has been used 
to the best advantage.— EXCERPT FROM 


ICH one of these two dealers is the 
most successful? 

Which one has the highest standing in his 

Which would you, yourself, rather buy a car 

One of these dealers, according to the ter- 
ritory man, is forging ahead and increasing his 
prestige every day. 

The other is self-satisfied; he will not learn; 
he sits in his store waiting for prospects to 
come to him and complaining because they 
do not come fast enough. 

From the descriptions of the two stores can 
you tell which is the success and which is the 
failure? How? 

You are judging from external appearance, 
so it is fair to assume that others are judging 
you in the same way. Which description, 
then, would best apply to your own store? 

The apparent difference between the two, 
however, is only the use of a little soap and 
water and the expenditure of a little energy. 

Golfer Gets Essex Sedan 

J. F. Neville, Pacific Coast amateur golf 
champion, has turned in the Essex touring car 
he purchased on March 18th, 1919, after driv- 
ing it 10,000 miles, on an Essex Sedan. 

After Over 20,000 Miles 

/~\NE of the most amazing things about 
Kj the Essex to owners who are familiar 
with other cars is its tire economy. T. A. 
Pettus, a contractor of Kerman, Calif., 
sends in the above picture of two of his 
tires with the following comment: 

"The two front tires on my Essex had 
run 20,956 miles at the time this picture 
was taken. 

"The rear tire on the wheel shown 
above has run 20,900 miles while the one 
standing beside it was taken off at 20,039 

Digitized by 

Google . 


Dealer Shows City Salesman 
Value of Enthusiasm 

By a Salesman 
A LITTLE while ago I heard a real salesman 
"^^talk. It was a revelation to me. I had 
dropped into the little home town for a visit 
and stopped at the Hudson and Essex dealer's 
store for a chat. He was busy with a prospect 
and I just stood by and listened. 

It was a revelation to me in salesmanship. 
The prospect was cold. The dealer was alive 
with knowledge, enthusiasm, energy and op- 
timism. He was selling an Essex and how he 
believed in it! How he talked! His face 
beamed! His eyes sparkled! He fairly radi- 
ated confidence. To him the car was a new 
wonder of the world. 

His words gave a new meaning to the famil- 
iar details. You were carried away by his 
complete belief in the car. His voice sounded 
true. He believed what he was saying. He 
was impressive. He was wrapped up in his 
subject. He had been selling Essex cars since 
they first came out, but to hear him it would 
have occurred to you that it was his first day 
on the job. He was so glowing, so convincing, 
so sure of what he was saying. 

His enthusiasm was contagious and soon 
communicated itself to the prospect and the 
sale was closed. For that is the kind of sales- 
manship that wins. You must have so much 
faith in yourself and in your car that you can- 
not fail. "I believe in doing my best every 
time," this dealer said to me afterwards. 
"Nothing short of it will succeed. For in the 
end it spells 4 Victory*. " 

Enthusiasm combined with hard work are 
an unbeatable combination. Ninety per cent 
of failures are due simply to lack of hard work. 
Lack of hard work fires any salesman no mat- 
ter how clever he may be. The only time that 
really counts is the time we are face to face 
with a prospect. Making lead pencil notes, 
referring to prospect files, bluff talking over 
the telephone and rushing around with a 
hurried look of assumed business importance 
are not hard work. Only actual contact with 
real Hudson and Essex prospects is work. 
The rest is just preliminary frill that pays no 
commissions . 

Persistency gives birth to resourcefulness. 
And it is the resourceful man whose activity 
leads to business victory, for his mind echoes 
but one thought — that he is going to be suc- 
cessful — and his intense desire, coupled with 
constant effort, enables him to win that very 
thing for which he strives. 

Essex Sedan Conquers Lookout and Signal 
Mountains in High Gear 

TA/7DE attention has been attracted in the south by the feat of an 
Essex Sedan in climbing both Lookout and Signal Mountains in 
high gear and carrying five passengers. 

The picture shows the Essex which is proudly owned by W. P. Hayes, 
of Chattanooga, on one of the roads up Signal Mountain. This gives 
only a faint idea of the steepness of the grades. 

On Lookout Mountain the rise is 1,700 feet above the city of Chat- 
tanooga in a distance of three and one-half miles. 

A RAILWAY train gets 
there by sticking to the 
main line, and a man gets 
there by the very same pro- 

They Sell 'Em on Hudson and Essex Prestige 

" fUST one year ago we purchased from 
v Harold L. Arnold, Hudson-Essex dis- 
tributor for Southern California and 
Arizona, his Pasadena branch," writes 
the Hull Motor Car Co., of Pasadena. 

"During our first year in business we 
were able to obtain less than half of our 
desired allotment, but nevertheless we 

are pleased to report a very satisfactory 
profit on our investment. 

"We have never as yet since taking over 
the business, had either a Hudson or 
Essex on our floor. Most of our sales 
have been made from the past perform- 
ances of these cars and upon the reputa- 
tion of the factory back of them." 

Used Essex^ Called Best Buy 
on Market at $1450 

'"PHE Triangle always stages a riot for the 
mail desk on Mondays — but when we got 
the issue of May 1st the whole sales force ex- 
ploded," writes E. E. Langford of the William 
Morris organization, Dallas, Texas. 

"You will notice on page three a headline 
'Essex Sells for $1250 After Being Run 10,000 
Miles," as if that were some stunt. Our sales 
manager, Mr. Conn, wishes to call your at- 
tention to the last three used Essex that have 
gone through his hands, each of them run 
more than 10,000 miles, for which we got 
$1450 each, and we think they were the best 
buy on the market at that price. 

"One of these cars had been run on city 
streets only, and really should have brought 
more. The other two have seen the hardest 
kind of work in the oil fields ploughing through 
mud up to the hubs in wet weather and over 
rutted roads that 'have to be seen to be ap- 
preciated' in dry weather. 

"And furthermore, our oil field owner now 
has his third Essex, driving a touring car in 
the fields and keeping a Sedan at home for 
his wife to use, and he says that he wouldn't 
have any other kind of a car but an Essex for 
oil field work. 

"But then, you know, we guarantee a used 
Essex just the same as a new one and thor- 
oughly overhaul it before we offer it for sale." 

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1916 Hudson Racer Wins New 
Laurels at Fresno, Calif. 

HpHE veteran 1916 Hudson Super-Six racing 
■** car owned by Arthur H. Patterson, of 
Stockton, Calif., has again distinguished it- 
self by winning second place in the 50-mile 
Raisin day classic at Fresno, Calif., against 
a field made up of Deusenberg, Frontenac, 
Stutz, Mercedes and other high priced, special 
racing machines. The Hudson was driven 
by "Benny" Hill. 

"In all recent races, entries have been re- 
stricted to cars of 300 cubic inch piston dis- 
placement or under/' writes Mr. Patterson. 
"Frank Elliott, of Phoenix, Ariz., has been 
coming to Fresno every year to give the fans 
a thrill, but he has figured in hard luck. This 
year the committee found that Elliott had a 
car of 430 cubic inches displacement. They 
wanted to let him in so they raised the limit 
from 300 to 450 cubic inches. 

"Those on the inside thought that this 
would give Elliott the advantage. But they 
did not know that Earl Cooper had two 
cylinder blocks for his Stutz. Eddie Hearne, 
who was driving Cooper's car, switched his 
block, raising his displacement from 300 to 
430 cubic inches, equaling that of Elliott. 

"My old Hudson has but the one size block 
with a 288 cubic inch displacement, but she 
went in anyhow and held her own. There 
was just one pebble on the track and in the 
44th lap, with my car only 5 4-5 seconds be- 
hind Hearne, Hill had to pick up that pebble 
and blow a tire. 

"He came to the pits. Somebody had bor- 
rowed my hammer and I had to find another. 
We lost a full minute making the tire change 
and it cost us the race, but at that Hill got 
back into the race in time to finish second to 

The winnings of Patterson's car amounted 
to $1350. Fifty thousand persons witnessed 
the race. 

10,000 Miles on Factory Air 

E. A. Green, of San Francisco, purchased 
an Essex touring car on March 12th, 1919, and 
has driven it 10,000 miles. He says that he 
has had no mechanical trouble, that the tires 

Here's How One Distributor Uses Windows 

THE beautiful window display 
shown in the picture is the work 
of William Morriss, of Dallas, Texas. 

The setting was prepared for Easter 
to represent an outdoor scene, with 
Easter eggs, rabbits, all things dear to 
a child's heart, being used as trim- 

The huge screen used as a back- 
ground is the work of a Dallas artist 
of note and represents a view taken 

from a rolling, Texas prairie tinged 
with the first faint green of spring. 

Through a vista of apple blossoms 
can be seen a Texas farm house such 
as nestles at the foot of any hillock in 
the Lone Star state. 

Needless to say this display at- 
tracted wide attention and resulted in 
much favorable comment on the 
beauty of the Essex which, of course, 
was the center of the picture. 

have the original air in them and that his 
maintenance expense does not exceed $10 
per year. 

Specially Built Luggage Rack and Bumper 

Hudson Resold for Fourth Tune 
and Still Brings $1,700 

"Hudson Speedster, Model J, No. 41405, 
sold to George Darrel, New Kensington, Pa., 
on Sept. 22nd, 1917, for $1750, is now in our 
possession again but has been resold for the 
fourth time to Rudolph Seft, of Tarentum, 
Pa., for $1700," writes the Bentz Auto and 
Supply Co., New Kensington. 

"This car was traded back to us last sum- 
mer by Darrel for a used Hudson Sedan. We 
then sold it to S. Hamorvitz who traded it 
back in December for. a new Hudson Phaeton. 
Before being sold to Mr. Hamorvitz it was 
iised by L. L. Bentz on a long tour of the east. 
'All of the owners of this car have been excep- 
tionally hard drivers and it has covered 
approximately 40,000 miles. 

"But since rebuilding it is in perfect condi- 
tion, has no rattles nor squeaks and pulls all 
of the hills on high gear. One of the worst 
grades around New Kensington is the Logans 
Ferry Hill, but we stand ready to bet that 
this same car can outpull any car built over 
this hill in any gear." 

HERE is a new combined luggage car- 
rier and rear bumper which has 
been especially designed and is exclusively 
built for the Hudson Super-Six. It is not 
only constructed of heavier material than 
is ordinarily used in such equipment, 
but is also securely fastened to the frame 
and cross member. When not in use as 

a luggage carrier, the rear half of the 
rack folds conveniently back out of the 
way leaving the bumper in service. This 
luggage carrier cannot be attached to 
cars at the factory, but may be obtained 
by dealers through their distributors. 
Only a limited number are available for 
immediate delivery. 

Why the Western? 

(From The New Idea) 

"Hi" Johnson arrived in South Bend, Ind., 
in true Western style and was met at the depot 
by Dare Devil Boswell (Essex dealer in South 
Bend) and Essexed to his hotel. 

Rival Dealer Buys Essex 

W. H. Felton, Jr., dealer for a twelve cyl- 
inder car in Macon, Ga., has just purchased 
an Essex Sedan for the use of his wife. 

Digitized by 






Show What the Essex Will Do 

A NOTED singer of the Metropolitan Opera 
** Company, dressed like an emigrant, 
sang a few arias from a famous opera in the 
courtyard of a New York Apartment. 

He did so on a bet that he could earn ten 
dollars a day by street singing. 

After his first selection thirteen cents was 
thrown to him; after his second, nine cents; 
after his third, five cents; and after his 
fourth and fifth, nothing. 

He went no further. He paid the wager. 

He could get over two thousand dollars a 
night at the Metropolitan, but he could get 
but twenty-seven cents for singing half an 
hour in a courtyard. 

The lesson is plain. His voice had to be 
staged to appeal to the public's imagination 
and enthusiasm before it could be capitalized 
at its true worth. 

A ND so it is with merchandise. 

You know that no other car in the 
world, regardless of price, will do what an 
Essex will do. 

You know that its marvelous performance 
can be approached only by the most costly 
cars on the market — but these cars lack its 
economy of operation. 

You know that cars anywhere near its 
equal in economy lack its endurance, long 
life and superior performance. Therefore it 
stands alone, in a class by itself. 

But it is not sufficient that YOU know 
what the Essex will do — its wonderful ca- 
pacity for accomplishing the seemingly im- 

The great essential is that you let EVERY- 
BODY know — that you call the public's at- 
tention to its superior qualities in a spec- 
tacular way. 

The important thing is actually to show 
that the exclusive and advanced design of 
the Essex gives it qualities and possibilities 
which are not matched by other cars. 

The only way to do this is to demonstrate 
these possibilities so they will be visible to 
all. People believe what they see. Show 
your own prospects and your entire com- 
munity the endurance that was displayed 
on the Speedway at Cincinnati. 

There are still hills to be climbed, endur- 
ance tests to be made and spectacular feats 
to be performed in your own territory. 

Also, the country fairs are starting with 
their opportunities for striking demonstra- 

IT IS not necessary to have a speedway to 
* prove the wonderful ability of the Essex. 

Jones did it on the dirt roads of Iowa in a 

Henley-Kimball did it on a run from Bos- 
ton to the Canadian border and back. 

Williams did it in Vermont by a high gear 
run through three states. 

Hutchings did it by a non-stop trip from 
Grand Rapids to Mackinaw. 

Patterson did it when he won the Yosemite 
endurance test last year. 

Harrison did it when he amazed San Fran- 
cisco by climbing hills previously deemed 

Arnold did the same thing in Los Angeles 
by numberless feats. 

And these are only a few of the instances 
where the Essex in spectacular public tests 
did what no motor car has ever done before. 

In every case these men proved to their 
own communities that no other car in the 
world will do what an Essex will do. 

And what they did any member of the Big 
Family can do, for the limit of Essex achieve- 
ment has not even been touched. 


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Essex Fleet Kept Busy in Rental Service 

*T~*HE buying of cars for a taxi or rental service is a hard, cold, busi- 
ness proposition. There is no sentiment about it. 

Facing the hardest kind of usage, these cars must be economical 
and comfortable and, above all else, be absolutely dependable. 

Therefore the experience of Parsons Bros, of Los Angeles, who 
buy autos to rent, is interesting. After trying a dozen different makes 
of cars they finally decided upon the Essex because of its endurance, 
luxury and economy. 

Now they have a fleet of Essex cars which are so popular that they 
are in service all the twenty-four hours. 

Montana Oil Company Lauds 
Performance of the Essex 

"A little over a month ago we purchased an 
Essex touring car," writes the Montana 
Pioneer Oil Co. "In the first month of its 
service this car was driven better than 1,000 
miles over snowy, muddy and almost impass- 
able Montana mountain and prairie roads. 
It has stood up hour after hour under grueling 
intermediate and low gear work. It has per- 
formed wonderfully, giving about 14 miles to 
the gallon and with very low oil consumption. 
We have no doubt but that this figure will 
be even better as the road conditions improve. 
We are very well pleased with the car and 
take pleasure in recommending it to our 

of this mileage was made in high altitude, an 
average, I should say, of about 4,000 feet, on 
our none too good mountain roads, and at a 
fraction over 1 7 miles to the gallon of gas and 
a little over 1,000 miles to the gallon of oil. 
To me the Essex is a wonder, and, if I could 
not get another, I would think twice before 
disposing of the one I have." 

Essex Car Sells Itself After All 
Arguments Have Failed 

"Y OU can,t sel1 me an Essex." 

That was what Miss A. W. Robertson 
told Mr. Hamner, of the Kennedy Motor Car 
Co., of Paterson, N. J. 

Repeated efforts on his part failed to shake 
her determination. Then she drove an Essex 
from Detroit to Paterson, 740 miles in four 
days, and that Essex just naturally sold itself. 

It »was a driveaway and there were two 
Hudsons and three Essex in the caravan that 
left the factory on April 24th. The weather 
was stormy and the cars had to plough 
through mud up to the running boards and 
axles before they reached Pittsburgh. 

The route led through Harrisburg, Pa., 
Allentown, Morristown to Paterson and in- 
cluded an eight mile climb necessary to sur 
mount the Allegheny Mountains. After the 
mountains had been passed, Miss Robertson 
sought out Mr. Hamner and said: 

"That Essex is mine — I want to buy it right 
now. No other car, or other Essex even, will 
do — I must have that very car." 

And, of course, she got it. 

Miss Robertson was accompanied on the 
trip by Mrs. Russel Clemm, a Hudson owner 
who took part in the driveaway to help raise 
funds for a college endowment in which she 
was interested. 

Despite the bad condition of the roads, ow- 
ing to the early spring rains, the cars finished 
the journey without a single mechanical ad- 
justment of any kind. 

All of which only goes to prove that the 
best way to sell the Essex is to let the Essex 
sell itself — to actually show people what it can 

Sells Eighth Limousine 

A. Brice Crane, of the Hudson Motor Car 
Company of N. V\, who sold five Hudson 
Super-Six limousines to the Consolidated Gas 
Company during the New York automobile 
show and later increased the order to seven, 
has just sold another limousine to W. R. 
Addicks, vice-president of the Gas Company. 
The limousines purchased by the company 
are for the use of its officers. 

Banker Finds Essex the Best 
Car for Montana Roads 

"I have driven my Essex more than 7,000 
miles since last spring on the same tires that 
came with the car and the non-skid points 
are not even worn off," writes W. T. Craig, of 
the First National Bank, Ingomar, Montana. 
"I have averaged 16 to 18 miles per gallon of 
gasoline and the oil expense is very low. I 
consider the Essex is the best all around car 
for Eastern Montana roads on the market 
and if I should sell my car I should certainly 
buy another Essex." 


"It's the Best of Them All/' 
Owner of His Essex 

"The Essex is the fourth car I have owned," 
writes Horace S. Ensign, Helena, Mont., "and 
so far as economy, performance, and riding 
qualities are concerned, it is the best of them 
all. I have covered more than 6,000 miles, 
making many tours out of the state. Much 

A TRUCK load of decking and staging being taken from the factory by the Dickin- 
son Motor Co., of Shreveport, La. This material was carried to a point in Ohio 
approximately 145 miles from Detroit where it was used in loading Hudson and 
Essex cars for shipment to Shreveport. The load included 200 wheel blocks, 200 
ropes and a keg of nails. This is a typical example of the difficulties surmounted in 
overcoming the railway blockade and getting cars for Hudson and Essex prospects. 

Digitized by 



More Money is in Circulation 
Now Than Ever Before 

44 A NYONE who is a bear on the U.S.A. is a 

""-fool," once declared the late J. Pierpont 
Morgan to an aide who brought him a pessi- 
mistic report on general financial conditions. 

The same sentiment is reiterated in recent 
reports of the National City Bank of New 
York which points to the present tightening 
of the money market and isolated cases of 
industrial unrest as mere incidents of a great 
forward movement of the country. 

These things do not affect the wonderful, 
record-breaking prosperity of the nation, it is 
pointed out, because the basic demand for 
merchandise in all lines is greater than ever 
before, the general wage scale is higher and 
there is actually more money in circulation 
than ever before. 

The railways alone are contemplating the 
expenditure of millions of dollars for improve- 
ments, while the world-wide demand for 
greater production is being felt in every city 
and village in the country. . 

It is going to take the world a long time to 
replenish its stocks. 

The unfilled tonnage reported by the steel 
corporation on April 1st was 9,892 thousand 
tons, compared with 5,431 tons a year ago. 
For ten consecutive months the corporation 
has shown an increase in tonnage. 

Money in circulation on April 1st, accord- 
ing to government figures, was 5,969 million 
dollars, compared with 5,847 million dollars 
last year. 

And the general stock of money in the na- 
tion on May 1st was 7,761 million dollars, 
compared with 7,587 a year ago. 

"The world is emerging from its troubles 
and not entering them," declares Bernard M. 
Baruch, former chairman of the War In- 
dustries Board. 

Essex Reaches the Bottom of North America 
263 Feet Below the Sea Level 

Essex is Displayed in Hotel 
Lobby at Macon, Ga. 

A feature of the Macon, Ga., automobile 
show, May 6-8th, was the display of an Essex 
Roadster in the lobby of the Hotel Dempsey. 
It was necessary to take out a double window 
in the hotel dining room to get the Essex in 
and out, but the Grant- Waters Co. declare 
that this special display did much to augment 
the interest in their Hudson and Essex exhibit 
at the automobile show. 

"tpOR the first time in the history of 
-^ motoring, an Essex was driven re- 
cently to the center of the Mesquite 
Flat Salt Marsh, on the floor of Death 
Valley, the lowest point in the United 

The point reached is 263 ft. below 

THIS is the splendid new building of the H. O. Harrison Co.'s branch at Oak- 
land, Calif. It was designed not only to furnish adequate facilities for the 
Hudson and Essex at the present time, but also to provide for future growth and 

sea level, and the lowest in the world 
with the exception of the region about 
the Dead Sea in Palestine. 

To reach its destination the Essex 
had to be driven through three miles 
of salt marsh where the heat of the 
sun, often reaching 160 c , has built up 
a maze of salt pinnacles resembling the 
stalagmites of a cave. Some of these 
pinnacles stick up to a height of three 
feet, and all are as hard as concrete. 

To drive the car through these it 
was necessary to cut a path with picks 
and shovels, a task which required 
eight hours for the trip. Similarly, as 
it was necessary for the motorists to 
camp overnight, the salt pinnacles had 
to be cut off to make possible the plac- 
ing of a sleeping cot. 

The formation of the salt stalag- 
mites is interesting. Death Valley, 
being the bottom of the United States 
and practically without rainfall, re- 
ceives considerable seepage water from 
the surrounding snow-clad moun- 

This hazardous journey was made 
by O. K. Parker, advertising manager 
for Harold L. Arnold, Los Angeles, the 
car used being the first Essex demon- 
strator received in Southern Califor- 
nia, which already had covered untold 
thousands of miles. 

Digitized by 



Attractively Framed Window Posters Help to Sell 
Hudson and Essex Cars in New York City 

cardboard and displayed in attractive 
frames, being changed every week. 

The Essex posters are shown in a 
long frame each one emphasizing some 
special sales feature. 

Each poster illustrates some detail 
of the car with a few words of text 
describing the picture. 

VA11\~0 A.-V. 

TT. A^llVA. aUVVltlO- 

The Hudson frame is an easel. The 
top contains only the Hudson Triangle 
which is not changed. 

The lower part of the frame is de- 
voted to the poster, the back being so 
arranged that new posters may be in- 
serted easily. 

ing manager for the Hudson Motor 
Car Co., of N. Y., "we notice that 
nearly all the stores along the line are 
doing something in this nature. 

"Our posters have aroused consid- 
erable comment and, we believe, are 
doing much good." 

20,354 Miles in 7 Months is 
His Record With Essex 

" T HAVE driven cars for the last six or seven 
■^ years, as cars with me have to do excep- 
tionaly heavy service, and, this year will be 
the first I have ever used the same car for the 
second season as I am doing with my Essex," 
writes P. E. Guay, of Sherbrooke, Que. 

"Between May 20th, 1919, and Jan. 1st, 
1920, I drove the Essex 20,354 miles. The 
gas consumption amounted to 1088 gallons, 
an average of about 19 miles per gallon. 
Twenty-four gallons of oil were used. No 
repairs whatsoever were made during this 
period, and the engine was not cleaned until 
approximately 12,000 miles had been covered. 
"My work as a travelling salesman neces- 
sitates my covering the entire provinces of 
Quebec, New Brunswick, Nova Scotia and 
Prince Edward Island. Part of my way lies 
through the Metepedia Valley ; the roads are 
so narrow that it is necessary, before starting 
to remove the windshield and top and to 

Two More Race Victories 
Are Won by Essex 

TWO more race victories have been 
won by Essex cars — this time at 
West Jackson, Miss. 

The Essex finished first in the 
five and ten mile events and second 
in the three mile race. 

The Essex was a popular favorite 
and aroused much enthusiasm 
because of its small size compared 
to its opponents. 

bandage the body and mud-guards with 
heavy cotton in order to keep the finish from 
being destroyed by the branches and bushes 
at the sides of the roads. 

"Naturally it would be hard to sell me 
anything but an Essex in the future — not 
only for endurance but for get-a-way, 'pep' 
and all around performance." 

Chases and Stops a Runaway 
Team in Essex Sedan 

JOHN M. OWEN, Essex salesman, is being 
hailed as a hero by the newspapers of New 
Rochelle, N. J., as a result of his recent feat 
of stropping a runaway team while clinging to 
the side of his Essex Sedan. 

Mr. Owen, according to the newspapers, 
was driving home in the Sedan with his 
brother Ralph Owen, when he noticed the 
mad rush of the team through the street 
ahead of him. As the street was crowded, a 
serious accident seemed inevitable. 

Quickly changing places with his brother 
who speeded up the car until it was nearly 
abreast of the plunging horses, Mr. Owen 
stepped out on the running board and as the 
car drew alongside of the team, reached out 
and grasped the bridle. 

Then, while the spectators looked on in 
amazement, expecting to see him dragged 
from the running board of the car, the Essex 
slowed up and the horses were brought to a 
sudden halt. 

Digitized by VjOOQlC . 





Keeping Step With Hudson 
and Essex Success 

" TT'S simply miraculous,' ' declared a distributor 
-*■ after a trip through the plant a few days ago. 

"Why, last year this was a vacant lot," he 
exclaimed, as he walked through the big, busy, 
group of buildings known as Plant No. 2. 

In silent wonder he watched long lines of 
chassis coming down the assembly lines, walked 
along the crowded loading platforms and passed 
through seemingly endless aisles of whirring ma- 

The great reserve stock of frames, axles, crank 
cases and material of all description to be seen in 
yards, buildings and even on the roof of the main 
factory amazed him and he asked regarding its 

"About $16,000,000 just now," the guide 

Then he visited the great new parts and 
service building and was surprised to note that 
the first floor already is being used for storage 
while workmen are busy completing the upper 

"The vastness, the magnitude, the ceaseless 
activity and, above all else, the spirit of everyone 
you see are an inspiration," he said. 

"TVTOW I am going back home to put forth 
-*• ^ every ounce of selling effort. 

"Like most organizations, I am afraid this 
easy period of order booking has had a tendency 
to soften us and impair our efficiency. 

"But now we are going to get out and actually 
sell, even if we have to take orders for delivery 
six months or a year ahead. 

"We are going to make people so hungry for 
Hudson and Essex cars that they will be glad to 
wait until we can make deliveries. 

"It is better to have a waiting list a mile long 
than it is to have even a single car in stock. 

"So we are going to begin right now to gather 
up the loose ends, to demonstrate, to sell our 
entire community, to train real salesmen and to 
be sure that our service is everything that it 
should be. 

"For this is the time of all times to exercise 
foresight, to take advantage of the mistakes being 
made by others and to safeguard the good-will 
that many are sacrificing. 

"This is a time for the most delicate handling 
of buyers and owners who will be more impressed 
by courtesy and considerate treatment now than 
ever before because of a general slackness in this 
regard in other lines. 

CKJRTESY is the first rule of business," 
and it is going to continue to be the first 
rule for every member of my own organization. 

"There are too many businesses where edifices 
of good-will are being destroyed by the little 
minded in high places and low, in whose jaws are 
the sharpened teeth of insolence, arrogance, 
effrontery and disrespect. 

"What profiteth it a man if he sell all the cars 
he can get and lose his own soul — which is his 
good-will — for good-will is the soul of business? 

"Still you will find in many organizations men 
of the little-minded type, playing dictator with 
impunity and exploiting their own mean spirit to 
the ruin of their organization's good-will — which 
is more precious than fine gold. 

"We are going to make sure that none of this 
spirit of indifference to the prospect and owner, 
seemingly prevalent in so many lines of business 
nowadays, pervades our own organization. 

"For we are going to do everything in our power 
to keep step with Hudson and Essex growth." 

Digitized by 



Green Salesman Who Made Good 

Proves Work is Secret of Success 


' T used to be pretty generally un- 
derstood that when you wanted 
a new automobile salesman, you 
picked out the most likely looking 
chap in the garage or repair shop 
and put him on the floor or sent 
him out with a bunch of prospect 
cards, trusting to his mechanical 
knowledge to do the trick. Now 
successful automobile salesmen 
are recruited from other fields and 
sometimes the less a man knows 
about cars the better he can be 
taught to sell yours. The story of 
Harry Buscher of Baltimore is 

Buscher was a barber for twenty 
years. All he knew of automobiles 
was the trade jargon that floated up to him from beneath steam 
towels. One day Louis Lambert, Hudson distributor, asked 
him how he would like to sell cars. He thought it over, saw the 
possibilities, sold his shop and late in October started out. He 
made his first sale the second day and has been selling cars 
ever since. 

He started out by handing his cards to every friend he met. 
He soon built up a small army of boosters. He had friends 
telephoning him tips and he got so many prospects that he had 
to distribute them among other salesmen. He never telephones 
a prospect. He calls on them all and averages five real calls a 
day. He has the record of selling whole streets where never 
an owner had been obtained before. 

His success is proof that lack of experience need be no handi- 
cap to a real salesman. 

Successful Funeral Reveals Force That 

May Be Applied to "Live" Business 

A PUBLIC man died a short time 



He had about the average circle of 
friends and personal acquaintances, 
but his funeral was the largest ever 
known in Kansas City. 

Hundreds of persons who had never 
seen him in their lives followed the 
cortege to the cemetery. Rich and 
poor alike united in a spontaneous 
tribute, the like of which has seldom 
been seen in any city. 

Why? What great thing had this 
man done that his passing aroused 
such a wave of sympathy that found 
expression in such a wonderful demon- 

Only one thing — he had written 
thousands of letters, more often only 
post cards, to persons he did not know 
and had never seen. He held a public 
office, so his name was familiar to 
many. He capitalized this fact by 
watching the newspapers and when- 
ever a child was born, or a man was 

promoted or achieved any success, he 
wrote a little note of personal con- 

The people to whom he wrote knew 
him only by name, but his apparent 
interest in their affairs aroused a 
friendly feeling toward him, the 
strength of which was shown at the 
time of his death. 

The same principle which he used 
so effectively may be applied to mer- 
chandizing by anyone. It is not neces- 
sary to have an expensive equipment 
to send out business getting sales 

Your stenographer, in her spare 
time, can do it from the copies fur- 
nished every week by the factory. 

TD UTTING off advertising 
•^ may reduce expenses, but 
so does cutting the windpipe re- 
duce the cost of living. 

Even a "No" Can Be Said So 
As to Help Sell Cars 

T"\E MAUPASSANT, the great 
•*-^ French short story writer, once 
wrote a masterpiece about a piece of 

In doing so, he called attention to 
the importance of little things, of 
trivial details, of the commonplace. 

Take the trading in of a used car on 
a new Hudson or Essex. If it is an 
undesirable trade, it may be turned 
down with a simple and final "No." 

But Hudson-Brace in Kansas City 
believe in capitalizing even a refusal 
to accept anything but the very best 
trades involving three or four stand- 
ard makes of cars. 

"We are sorry," they tell the pros- 
pect. "We will be glad to help you 
sell your car, but we cannot take it in 
trade on a new one. To protect our 
owners, who wish new cars, we have 
to specialize in used Hudson and 
Essex cars. 

"If we took in all the other makes 
that are offered, we would be unable 
to take care of our own owners. You 
surely can't blame us for taking care 
of their interests first?" 

The prospect is forced to agree to 
this and is more impressed with the 
advantage of being a Hudson or an 
Essex owner. 

Costs $18.15 to Show Owner 
What Essex Will Do 

That you can drive an Essex thousands of 
miles without realizing its possibilities unless 
they are pointed out to you is proved by the 
experience of Lloyd F. Pollock, road man for 
the Hudson Motor Car Co. of Illinois. 

During a visit to the Wieland Carlton 
Motor Company store in Pontiac, Mr. Pol- 
lock met Mr. McGruder, an insurance and 
real estate dealer. In discussing the perform- 
ance of his car which he had driven 11,000 
miles, Mr. McGruder remarked that he had 
heard a lot about the speed developed by the 
Essex in second, but did not believe it. 

Mr. Pollock asserted that any Essex prop- 
erly broken in could do 45 miles an hour in 
second gear in an ordinary city block. To 
prove it he used Mr. McGruder's car and the 
test was made in front of the salesroom. 
Accelerating from a standing start, the speed- 
ometer read 47 miles at the end of 280 feet. 
The car was never out of second gear. 

But it cost Mr. Pollock $18.15 to prove his 
point, for he was arrested and fined on com- 
plaint of another dealer who witnessed the 

2234 Miles in 114 Hours is His 
Record with Essex 

Z. B. Myers, of Chillicothe, Mo., has just 
driven his Essex from Chillicothe to Mon- 
rovia, Calif., a distance of 2234 miles, in 114 
hours driving time. 

There were five people in the car and the 
average speed was approximately 19J^ miles 
per hour which is considered remarkable con- 
sidering the bad condition of the roads due to 
recent rains. 

"I have made the same journey often be- 
fore," writes Mr. Myers, "but this was the 
best trip I ever made anywhere." 

Digitized by 



Why He Is Oversold is Told 
By Michigan Dealer 

Garage, Pontiac, Mich., is now 
busy selling Hudson and Essex cars 
for September and October delivery. 

The other day he booked an order 
for next January — a Hudson Super- 
Six Sedan — without even being defi- 
nitely able to promise delivery then. 

"Why are you oversold so far 
ahead?" he was asked. 

"First, it is the best possible form 
of business insurance," he replied. 

"Second, it improves my financial 
standing with my bank. Having a lot 
of orders ahead makes financing 

"Third, I want a bigger allotment 
next year and the best way to get it 
is to prove I deserve it by having the, 
actual unfilled orders on my books. 

"As to possible cancellations — they 
don't worry me. I sell 'em so hard in 
the first place that they don't think 
there is any other car except a Hudson 
or Essex on earth. It can be done." 

Splendid New Home in Bridgeport Evidence 
of Hudson and Essex Success 

$500 Bonus Paid for Return of 
His Used Essex 

L. G. Ramsey, of Gastonia, N. C, bought 
an Essex on May 19th, 1919. Since that day 
it has been driven 13,063 miles in the public 
hire service. 

Several months after Mr. Ramsey bought 
it, he was induced to trade it for a widely 
known "eight." The next day he realized 
that he had made a mistake and is reported 
to have given back the "eight" with $500 ad- 
ditional to get back his Essex. 

At any rate, the Essex is today running in 
the "Jitney" business and is giving excep- 
tional service. 

THE new home of The Erwin M. 
Jennings Co., Inc., Hudson and 
Essex distributors in Bridgeport, 
Conn., which will be opened within 
the next few weeks, is declared to be 
the handsomest commercial building 
in Bridgeport and one of the finest ex- 
clusive automobile sales and service 
stations in the United States. 

The building is 110 feet by 175 feet, 
and five stories high. The front and 
two return bays on each side are 
granite, terra cotta, copper and plate 

glass. The rear of the building is of 
concrete, steel and glass. The two 
lower floors along the entire front of 
the structure and back for a depth of 
68 feet are devoted to show rooms. 
The ceilings of these display rooms 
are two stories high. 

The offices and consultation rooms 
are arranged in an attractive suite on 
a mezzanine floor. The floor of the 
salesroom itself is of mosaic tile in 
grey and white squares, and the walls 
are of ocean stone. The main stair- 
way is of marble with ornamental, 
black wrought iron railings, which 
extend around the entire mezzanine. 
The woodwork is of quartered oak in 
old English finish. 

The entire rear half of the mezzanine 
floor will be used as a stock room. 
The third floor with an open space of 
about 19,000 square feet will be de- 
voted to the preparation and display 
of used cars. The fourth floor will 
accommodate the storing and pre- 
paration of new cars. The top floor 
will be devoted entirely to service. 
Its walls are almost entirely of glass 
and there are large skylights in the 
ceiling. Every advantage will be 
taken of the use of this light. 

The building is entirely surrounded 
by a driveway with a minimum width 
of eighteen feet. This does away with 
any possible congestion of cars en- 
tering or leaving the building. 

More Essex Space in N. Y. 

On June 1st, the Hudson Motor Car Co. of 
N. Y. will take over the salesroom adjoining 
its present headquarters on Broadway. This 
additional space will be devoted to the display 
of Essex cars. 

Digitized by 



New Restaurant is Example of Factory Efficiency 

2 to 1 Bet is Won by Essex; 
Climbs Hill in "High" 

'T*HE confidence in the Essex inspired by 
^ its performance was shown recently when 
the Sessoms-Darling Motor Co., posted a 
wager of 2 to 1 that no other car in Andalusia, 
Ala., could climb the Butcher Pen Hill in 
high gear. 

This wager was posted just after an Essex, 
which had just been unloaded, had been 
driven up this hill in high. The hill is the 
steepest in that section of the country. In 
times past other cars have made it in high, 
but never under the bad road conditions that 
prevailed during the test of the Essex. 

The performance created a sensation and 
the wager of the Essex dealer was taken up 
by the dealer for another widely known car 
that cost several hundred dollars more than 
the Essex. It was $100 to $50. 

The rival dealer made two trials but went 

AN example of the efficiency and completeness of equipment of 
the new building units on the Waterloo site is to be seen in the 
restaurant installed for the workers in Plant No. 2. 

This is declared to be one of the largest cafeterias of its kind in the 
world, having a seating capacity of 1500 persons. Six serving lines 
enable this number to be served in twenty minutes. 

The restaurant is finished in white with white topped tables. The 
ceiling is fifty feet high and one half of the roof can be opened for 
ventilation. The walls are two-thirds of glass construction, giving a 
great amount of light. 

A modern refrigeration plant takes care of the needs of the kitchen, 
bakery and store room, besides making five tons of ice each day for use 
in the water coolers throughout the factory. 

Dishes are washed, sterilized and dried in a conveyor dish washer and 
all pastry, pies, etc. are made in the bakery connected with the res- 

Food is purchased in large quantities, enabling the men to obtain 
their meals at the lowest possible price. 

little further than half way. After the bet was 
lost, he took a third trial and failed in this 
also. Since then several other cars have tried 
but all have failed. 

To prove that the feat was nothing ex- 
traordinary for an Essex, the hill was then 
climbed for the second time by an Essex 
which had been driven several thousand miles. 

J. P. Couch is Promoted 

J. P. Couch, for some time floor manager of 
the Imperial Motor Car Co., of Nashville, 
Tenn., has been appointed service manager 
of the same organization. 

Essex Sedan is Driven 18,986 
Miles in Taxi Service 

H. H. Pollard, of Norfolk, Va., has driven 
his Essex Sedan 18,986 miles in the public 
hire business since last August. 

This car has never been in a garage over 
night since it was put in service, the valves 
have never been ground or the carbon cleaned 

Three different chauffeurs have been driv- 
ing this car and at times it has had to run 
several thousand miles between greasing and 
oiling periods. Three of the original tires are 
still on the car in a usable condition. 

Digitized by 






The Will to Win 

"HpHE captain's place is on the bridge of his 
•*- ship," remarked a big distributor recently. 

"It is his eyes that see, his brain that plans and 
his foresight that protects the property entrusted 
to his care. 

"He is the captain because of his courage, 
originality, initiative and capacity for THINK- 

"The difference between the captain and the 
stoker in the fire hole is small, for it lies only in 
the minds of the two. 

"The stoker may have as much knowledge as 
the captain, but he lacks the force and self-con- 
fidence to translate it into action — he lacks THE 

"And so it is in business. The captains of busi- 
ness are those with the FAITH, COURAGE 
AND SKILL to plan ahead and the ENERGY to 
execute their plans — THE CAPACITY TO 

THIS is the day of great things, of unmatched 
opportunity for those with the FORESIGHT 
and ENERGY to seize it. 

"To think in terms of a single sale, of the profit 
on one car is to fail to realize on the wonderful 
opportunities NOW OPEN TO ALL ALIKE. 

"The day of hand-to-mouth selling has passed. 
Profit today comes from VOLUME, from OR- 

"The test of time has proved that one man with 
the initiative to conceive and the energy to execute 
an effective sales campaign can accomplish more 
in a day than a score of salesmen working alone 
could in a month. 

"A hundred salesmen, for instance, might talk 
endurance for a -year without arousing as much 

interest or carrying the conviction of a single, 
dramatic, public demonstration of the same 

"Performance is the one unquestionable proof 
of the ability of any car. But merely to talk of 
performance is not enough. People believe what 
they see. They want to be shown and therefore it 
is necessary to BACK UP WORDS WITH 

" ^T^AKE three men with cars of equal ability. 

"The first sells his car to the first comer 
and then sits down to wait for another. 'Ill sell 
'em when I get 'em,' he wisely explains. 

"The second uses his car for individual demon- 
strations long enough to take a couple of orders. 
Then he goes fishing. 'Wait until deliveries pick 
up,' is his alibi. 

"But the third goes out alone and finds out for 
himself that his car actually will do things that no 
other car sold in his territory, regardless of price, 
will do. 

"So he begins a series of SPECTACULAR, 
EVERYONE in his community what he already 
knows. He does every 'stunt' any other car has 
ever done in his town and more. 

"In a few days everyone is talking about his car. 
Buyers drop apparently from the skies, for he has 
interested the entire community and the INDI- 

"And soon this first man is selling the cars the 
first two might have sold if they had exercised his 
vision, judgment and foresight. 

"Which shows that the big rewards are for those 
who realize on their possibilities, for the same 
opportunity is presented to all of us." 

Digitized by 



Essex is Driven 10,520 Miles by Owner 
Without "One Copper Cent" for Repairs 

EACH passing day merely serves to emphasize the wonderful success 
scored by the Essex. 

Each day adds to its list of triumphs, but its greatest achievement has been 
the record it has made in the hands of its owners. 

It is a notable fact that those who have driven it the farthest and sub- 
jected it to the most abuse are the most enthusiastic in its praise. 

Take the case of Edwin C. Keller, a retired capitalist of Highland Park, 
111., for instance. Mr. Keller bought the first Essex Sedan ever placed on dis- 
play in Chicago. 

This car. had been driven 10,520 miles when it reached the H. O. Harrison 
branch at Oakland, Calif., a few weeks ago to have the valves reground. Re- 
grinding the valves incurred the "first copper cent" of expense on the machine, 
to use Mr. Keller's own words, from the day it was bought. The original fabric 
tires were still on the car and looked good for many miles more. 

Advertising the Best Form 
of Business Insurance 

MR. VAN CAMP, the baked bean man, 
likewise the soup man, is dead sure on 
one mighty advertising fact. Let him tell it: 
"When I advertise I get the business. When 
I don't advertise I don't get it. Therefore I 
propose to keep on advertising." 

He said the purpose of advertising is not 
only to make sales today but to pave the way 
for future growth and success. 

You know it was not necessary for Hudson 
and Essex to spend $2,000,000 in advertising 
to sell all the cars that could be built this 

This vast sum is being expended to insure 
the continued success of all of the Big 
Family in the years to come. 

"To win out," Woolworth said, "all that is 
necessary is to think one jump ahead of the 
other fellow." 

"I have owned 
several automo- 
biles," said Mr. 
Keller, "but this 
is the most econo- 
mical, powerful 
and most depend- 
able of them all. 
I have covered 
7,000 miles with 

it in California, including the Sierra 
Nevada range and thejmperial Valley 
mountains and have never used low 
gear except in starting. It is seldom 
that even second gear is required. 

"Its speed is about twice what I 
shall ever require. The gasoline 
mileage is about 16 miles to the gallon, 
including largely mountain travel, 
and it uses only a quart of oil to every 
250 miles; 

"My previous cars were large, 
costly machines — if I could not get 
another Essex Sedan, I would not 
trade it for all of them, laid before 
me brand new." 

Just think of what it means to you 
to sell a car that makes friends like 
Mr. Keller! And this is not an ex- 
ceptional case. 

T. G. Holt, of Dublin, Ga., has 
driven his Essex 35,261 miles since 
Feb. 2, 1919. During all of this time 
it has not been necessary to replace a 
single part on the motor. Mr. Holt is 
unqualified in praise of his car and 
declared that he would not sell it for 

T. A. Pettis, of Fresno, Calif., is a 
contractor and has driven his Essex 
24,300 miles. It has been subjected 
to the hardest kind of service, but 
three of the original tires are still on 
the car and two of them look as if they 
would run as far again. One tire has 
the original factory air. 

An Essex owned by Mrs. G. E. 
Bowen, of Chattanooga, Tenn., has 
been driven 38,200 miles. This car, 
which is used in the rent service, is in 
use day and night and has cost its 
owner practically nothing in the way 
of repairs or adjustments, she reports. 

The Day Taxicab Service of Lewis- 

ton, Idaho, have 
an Essex which 
hascovered 26,672 
miles most of 
which has been 
hard country driv- 
ing. It is in such 
demand because 
of its exceptional 
performance that 
it is in service day and night. Dur- 
ing one of the worst blizzards of the 
winter the Essex was on the streets 
for five days when every other car in 
service was tied up by the storm. Mr. 
Day reports this Essex is the most 
economical car he has ever operated 
and hopes to replace all of his other 
equipment with Essex cars. 

Driveaway Pleases Owner 

F. S. Habenicht, of Columbia, S. C, took 
delivery of his Hudson at the factory on May 
12th, and drove it home, a distance of 1185 
miles, averaging 14^6 miles to the gallon of 
gasoline and covering the entire distance in 
high gear. 

Maud Muller Motoring 

Maud Muller on a summer's day 
Was driving rather fast, they say. 
The constable, who had a grudge. 
Took her before the country judge. 
The country judge, in surly tones. 
Fined pretty Maud eleven bones. 

— Kansas City Journal. 

Maud stalled a while — hopped in the seat 
And went a whizzing down the street. 
Maud paid it not — said never more — 
And stepped upon her Essex Four. 
She knew she didn't have to mind. 
And soon the "hicks" were far behind. 
Now all this happened since the war 
Because she drove a regular car. 

But ana Motor Company 

THIS is the way the Hudson Sales Co., of Wichita, Kansas, displayed an Essex to 
advantage in the window of one of the most exclusive stores in Wichita. ThU 
store is centrally located and the display attracted much attention during the week 
of the automobile show there. 

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Veteran Hudson Hill Climber 
is Still in Service 

AFTER winning the Spokesman- 
Review hill -climbing contest, 
aiding in carrying the war message 
for the army and navy departments 
from coast to coast in September, 
1916, covering more than 20,000 
miles as a demonstrator for the John 
Doran company, of Spokane, and 
then being used by Judge J. F. Ailshie 
for some thousands of miles, Hudson 
Super-Six H-20 has been retired. 

It has been purchased by Clark 
Veatch, Hudson dealer at Coeur 
d'Alene, for his private use, Judge 
Ailshie having reluctantly traded it 
in on a new Hudson. It will be re- 
finished by Mr. Veatch in a way be- 
fitting its record and standing as one 
of the pioneer cars of the northwest. 

"Apparently H-20 is still as power- 
ful as when it left the factory five 
years ago," writes John Doran, "and 
our representative states that he has 
set a price of $1400 on it or only $125 
less than the factory list when it was 

Essex Covers 12,368 Miles 

W. W. Foote, Essex dealer at Missouri Val- 
ley, Iowa, reports that V. A. McCormack has 
driven his Essex 12,368 miles on April 1st. 
Mr. McCormack is a contracting engineer and 
uses his car in his business daily, winter and 
summer. At the end of 11,000 miles he had 
it thoroughly gone over, but there was noth- 
ing to do except general cleaning, oiling and 
tightening up, according to Mr. Foote. 

Used Essex Brings $1340 

The E. V. Stratton Motors Co., of Albany, 
N. Y., report that they have sold their original 
Essex demonstrator, No. A-5188, which was 
put in service Jan. 15th, 1919, and driven 
more than 16,000 miles, to J. W. Stott for 
$1340. The same company also report the 
sale of a Model J Hudson Super-Six Speedster 
for $1850, the original cost of which, with wire 
wheels, was $1875. 

It Sells Itself 

"I went to Big Springs recently to demon- 
strate the Essex to a prospect," writes J. C. 
Gaylor, Jr., of Midland, Texas. "The pros- 
pect took two of his friends along. Result — 
three Essex sales instead of one. And this is 
the second time this has happened to me." 

A HUDSON Super-Six, which has been 
converted into a service wagon by 
Arnold Brothers, Sacramento, Calif. The 
rear seats have been removed to provide 
space for carrying equipment, and both 
the Hudson and Essex trade marks are 
prominently displayed on each side 
of the car. 

"Flying Essex" Leads Great May Day Parade 
of the American Legion in Omaha 

THE center of interest in the May 
Day Americanism Parade of the 
American Legion in Omaha, Neb., was 
Guy L. Smith's "Flying Essex" which 
led the procession. 

Thousands of persons along the line 
of march cheered the car, which had 
been made into an exact replica of a 
bombing 'plane. 

Driven by its own power it passed 
through streets almost blocked by 
crowds who thought it a real airplane 
until they caught sight of the dis- 
tinctive red hexagon on its side. 

Besides, every newspaper spoke of 
the Essex as the most distinctive fea- 
ture of the parade and used pictures 
of it prominently on their first pages. 

Gold Mine of Sales Ideas Is Found By 
Salesman In Old Issues of The Triangle 

A SHORT time ago a service man who had 
been with the factory for some time de- 
cided that he wanted to go into sales work. 

He went to a big distributor and was put 
on the territory because of his knowledge of 
service, but later was transferred to retail 
sales where he soon led all the other salesmen. 

Asked how he did it, he said: "When I was 
at the factory I used to think The Triangle 
was 'bunk/ but now I read every issue from 
beginning to end and in addition constantly 
keep going over the back numbers. 

"All of my most successful sales ideas have 
been dug out of issues of The Triangle. 
It has proved a veritable gold mine for me. 
In its pages may be found the record of the 
achievements of hundreds of successful men 
with details of how they achieved success. 

"With such a fund of information available 
covering years of cumulative experience in 
selling automobiles, there is no reason why 
anyone should fail. The problems which we 
have to meet today and untangle have been 
met and solved often before — the ideas which 
make for success have been time-tested and 
proved in the great crucible of experience, 
until they have become basic rules for anyone 
who will adopt them. 

"Others who have gone beyond us have 
discovered the things which puzzle and per- 

plex us and have laid bare the remedy in 
hundreds of instances which may be read in 
present and past issues of The Triangle/' 

A file of back issues of The Triangle 
should be kept by every distributor and dealer 
and salesman. Binders for this purpose may 
be obtained by addressing the advertising de- 
partment for $1.50 each. 

$1700 for Used Essex 

"We have noticed several stories in The 
Triangle regarding prices paid for used 
Essex cars," writes the Hudson-Downs Motor 
Co., Chillicothe, Mo., "but we think we have 
made a used Essex sale that beats any of them. 
It was the first Essex resold in this territory 
and it brought $1700 after being driven more 
than 8,000 miles." 

Doctor Likes His Essex 

Dr. H. C. Coy, of Napoleon, O., has driven 
his Essex 4,150 miles with no mechanical 
attention whatsoever. Last winter the car 
was subjected to extremely hard usage and for 
two weeks the motor was never stopped long 
enough to get cool. He declares no other car 
he has ever owned has given him the satis- 
faction and ease of riding of his Essex. 

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- Picture Helps Essex Owner 
to "Sell" His Friend 

npHE performance of the Essex is so won- 
-**derful that you have got to go out and 
'show people what it will do before #they will 
believe you and then it sells itself," declares 
Peter Holley, a silk manufacturer of Paterson, 
N. J., and an enthusiastic Essex owner. 

Long after he received his car, Mr. Holley 
happened to pick up an Essex catalogue con- 
taining a picture of an Essex climbing Fort 
Lee Hill in the Palisades in high gear. Now 
he knew that particular hill and he also 
thought he knew his Essex. But, despite his 
implicit confidence in his car, he had not be- 
lieved that it would make this grade. 
! "Well," he argued with himself, "another 
Essex must have made it in high or this pic- 
; ture would not be here. So if any Essex can 
do it, mine can too." 

That settled the question as far as he was 
concerned until some time later he was telling 
a friend about the prowess of his Essex in the 
hope of inducing the friend to buy one too. 
During the conversation he mentioned that 
the Essex would climb Fort Lee Hill in high. 
His friend just laughed and declared no car 
built would do that. 

To settle the question, both men jumped 
into Mr. Holley's car, drove to the top of 
Fort Lee Hill without changing from nigh. 
It was a most convincing demonstration, with 
the owner taking the part of an unpaid sales- 
man; furthermore the sale was made on that 
one demonstration alone after all of his verbal 
arguments had failed. 

There is a moral for salesmen in this story 
and it is that in selling the Essex, an ounce of 
"show 'em" is worth a pound of talk, for it 
proves that the Essex will sell itself if it is 
allowed to talk for itself. 

Essex Makes New Records in 
Hands of Its Owners 

Every additional day they are in service 
and every mile they are run only serves to 
emphasize the wonderful record being made 
by Essex cars in all parts of the country in the 
hands of their owners. 

Take the case of Manuel Camara, of El 
Paso, Texas. Mr. Camara bought an Essex 
last August which he has since run 18,000 
miles in the livery business without spending 
one cent for repairs. 

Three of the original tire casings are still 
on the car which averages from 18 to 20 miles 
to the gallon of gasoline, according to Mr. 

Then there is W. H. Bryand of St. Louis, 
Mo., who has driven his Essex 14,000 miles 
since last September. 

"My car is in use every day for business 
purposes," he writes. "But the only item of 
expense has been cleaning out the carbon 
and grinding the valves once." 

Patterson's Essex First Car 
Over Big Oak Flat Road 

The Big Oak Flat road into the Yosemite 
Valley was opened the last week in May by 
A. H. Patterson of Stockton, Calif., in an 
Essex which cleared the way for the San 
Joaquin Auto Trades Association reliability 
run. It was the first car over the road this 

The snow on the road this year was heavier 
than ever before. The date of the opening 
was postponed from May 15th to May 20th 
and then beyond that. Finally the Chamber 
of Commerce raised $500 to open the road 
and Mr. Patterson was sent to the hills in 
his Essex with a crew of men. 

The snow ranged in depth up to eight feet. 
It was bucked, shoveled and dynamited out 
of the way and before nightfall that day, 
the road was cleared and Mr. Patterson 
drove the first car into the valley over this 

It's Easy to Drive Cars Away Now, but This 
is How the Roads Looked in April 

Views Taken During 900 Mile Driveaway in April Blizzard and the New Home of 
the York Motor Sales Co., at Independence. la. 

spent at Toledo. The journey west- 
ward was resumed the next morning 
and shortly afterward the cars ran into 
one of the worst blizzards of the 

Railway traffic all over the central 
west was paralyzed for days, but the 
two Hudsons broke the trail from 
Bryant, O., to Valparaiso, Ind., for as 
many as thirty cars of different makes 
in a string behind them. 

At times, according to Mr. York, 

some of the other cars would try their 
luck at bucking the drifts, but they 
soon gave it up and the Hudsons 
would again go to the front and open 
the track where the rest would then 

The journey, 647 miles, was fin- 
ished in a week, the cars arriving in 
the best of condition and without 
having had any delay due to me- 
chanical adjustments. 

Essex Only Car in Its Class 
Says Road Engineer 

"One might say that the Essex is the best 
of its class if it were not for the fact that it is 
the only car in its class," writes W. A. Luey, 
of the Southern Improvement Co., Little 
Rock, Arkansas. 

"It has very evidently been designed by 
engineers who know their business, and con- 
structed by a concern whose plant, equip- 
ment and organization enable it to turn out 
a car of a high degree of mechanical perfec- 

Used Essex Brings $1600 

"On May 22nd, we sold an Essex Phaeton 
which had been driven 5,000 miles as a 
demonstrator to Jay C. Allen, for $1600," 
writes G. L. Small of the Nute Motor Co., 
Seattle. Mr. Allen is declared to be enthu- 
siastic over his bargain and says that he 
would not sell his car for $1800. 

The Road to Success 

(From Detroit Free Press) 
There is no highway to success; but most people, 
nowadays, s%m to think that they can avoid the old 
steep climb and go in a super-six. 

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A Nation Wide Demonstration to Concentrate 

Attention to Essex Performance, 

Economy and Reliability 

NO one questions Essex performance. It 
has established its leadership in every 
test that reveals the most wanted of car 

But the records of a year ago are apt to 
become so familiar that we overlook their 
importance as a sales influence. Salesmen 
allow other thoughts to crowd out the big, 
exclusive and convincing argument which 
has caused nearly 40,000 owners to prefer the 
Essex as against any car. 

Enthusiasm is generated by the enthu- 
siasm of others. It is the most powerful 
influence in the world. It is the zeal which 
is responsible for religion. It is the patriot- 
ism of a nation. It is everything that makes 
for ambition and success. A word, a phrase, 
a slogan, has caused millions to champion a 
religion, a man or a product. 

The life of every such movement is limited 
only by the continuance of that enthusiasm. 
But men frequently lose interest in the 
things they know so well and the world 
soon forgets. 

Essex success is built upon its quality, of 
course, but its growth is the result of the way 
in which everyone has taken notice of what 
it has done to prove that quality. Salesmen 
take interest and conviction from these rec- 
ords. They communicate their enthusiasm 
to owners, the owners pass it on to the pub- 
lic, and the most successful car is the most 
talked of car. 

It is to re-kindle and re-awaken that enthu- 

siasm that this nation wide demonstration 
of Essex performances is to be made. It is to 
bring interest back to the superior and exclu- 
sive qualities of the Essex, to drive out the 
distractions that make salesmen less effi- 
cient and to take advantage of the help every 
owner can give toward making new buyers 
through their championship of the Essex. 

Owners are of the greatest influence in in- 
teresting others. But they too, after a time, 
talk less about their car. And so this con- 
centrated campaign to focus attention on 
the Essex is not made so much to establish 
new records as it is to establish new and 
keener interest in Essex performance. Even 
the old records take on a new value by re-estab- 
lishing them, and by the creation of new 
ones in this nation wide movement, the Es- 
sex continues to be the most talked-of car. 

By making a national demonstration cov- 
ering within the same week every manner of 
performance that interests car owners, the 
event is made dramatic. It replaces dis- 
tractions that may now occupy the sales- 
men's minds. It brings the owner's atten- 
tion back to the value of his Essex. And it 
makes him enthusiastic to a degree that he 
praises his Essex to all who will listen. 

Read in the following pages how you can 
make the Essex not only better known to 
your prospects, if you are a salesman, and 
better known in your territory, if you are a 
dealer, and at the same time make it 
nationally — The Most Talked-of Car. 


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I Make an ESSEX Record 


VOU KNOW the sales value every 
■*■ Essex performance achievement has 
been to you. 

The publicity your efforts in this direc- 
tion has obtained for you has resulted in 
many sales. 

By joining with all Essex dealers in 
making similar proofs of performance, 
economy and reliability, what you do 
locally is made a thousand times more 

Read here suggestions of how you can 
announce your intentions of making 
these performances, how you can give 
Essex interest a new influence and how 
you can share in the cumulative advant- 
age this week of Essex demonstrations. 

Your showing of speed is made a thous- 
and times more valuable because it is 
one of similar showings made during the 
same period by all Essex dealers. 

Your hill climbing record becomes much 
more interesting when you can show 
that Essex holds similar marks on all the 
famous hills in the country, all made 
during the same week. 

Your proofs of economy become more 
convincing because they are confirmed 
by the records in all localities. 

It removes any thought that you have 
a special car, for there is established an 
appreciation of the average value and 
effectiveness of Essex quality. 

Suggestions of Records That You Can Make 

There are many things that can be 
done with an Essex in every locality. 
Here are a few suggestions: 

Reliability and Economic upkeep are 
features many are interested in, to the exclus- 
ion of all other points. You can demonstrate 
this with an owner's car — the older the car the 

Tests to demonstrate reliability and econ- 
omy of upkeep, if done in a novel way, are 
the most attractive in many localities. First 
choose a car which has seen service, and which 
with a little attention and tuning up, will 
exemplify economy in tire mileage and engine 
reliability. Any owner of such a car will be 
glad to lend it for a few days if he has some- 
thing provided for him to drive. Put such a 
car on the streets or territory for a week — 
advertise it — calling all interested to stop the 
car any time they wish to examine it or drive 
it — call attention to the tire miles — low up- 
keep cost, etc., and demonstrate the per- 
formance of the car for all who hail the driver 
and express a wish to ride in it. A car which 
has 12,000 to 15,000 miles on one set of tires 
will excite a lot of attention demonstrated and 
advertised in this way. 

City-to-City Records are of local interest 
because many enthusiasts are familiar with 
the road and appreciate the merit of the 
performance regardless of the distance. This 
is the kind of a record to make at points where 
there is a previous record to break. Estab- 
lishing a first record is not particularly inter- 
esting unless the road conditions are abnormal. 

A train schedule can be bettered or some 
hitherto unsurmountable obstruction can be 
overcome, such as a trail route or mountain 
pass — some place an automobile has never 
before entered. 

Where a city to city run is famous as being a 
record held by another make of car — have the 
Essex make a round trip instead of just 
bettering the one way run. If the run is a 
"one way" record over a period of three and 
one-half hours or so — put a car on the trip to 
make three round trips in 24 hours — always 
endeavor to show not only the ability for 
speed but particularly the ability to endure. 

Hill Climbs offer excellent possibilities, 
both for "first time up" records and beating 
previous times. A hill climb coupled with 
an endurance test, speed trial and economy 
test — all done on the same gear ratio, makes 
a very striking demonstration — sufficient to 
satisfy individual opinions as to what con- 
stitutes supremacy in performance. 

Circuit Runs over periods of 24 hours are 
excellent, provided there are not going to 
be objections raised by local authorities on 
the matter of speed. 

The value of tests which prove that the 
life of the Essex is not limited cannot be 
over-emphasized. Fifty hours at Cincinnati 
was run to prove this. To show the same 
thing locally the previous records must always 
be beaten in such a way as to demonstrate 
that unexcelled endurance alone made it 

Non-Stop Runs are interesting. At the 
last Chicago show an Essex, painted white, 

ran day and night for a week without the 
miss of an engine beat. It can be done again 
and excite just as much comment and in- 

Track Runs with roadsters or stripped 
chassis are advisable only in localities where 
the sporting instinct exercises the greatest 
influence over your customers and prospects. 
Competition must be strong enough to make 
a race interesting. Endurance or reliability 
tests on tracks are excellent wherever a 
large enough proportion of the population 
are of a sporting mind. Sometimes a dem- 
onstration of this kind is entirely novel and 
therefore to be recommended from that 
angle alone. 

And here note well — the more service an 
Essex has seen, the better it runs. A little 
tightening up here and there, attention to 
lubrication, a few minor adjustments and 
you have a car which has already proven its 
reliability. This is the best kind of insurance 
with which to go into a contest. 

To sum up, endeavor to do something new 
or startling — or to do something in a new 
way. Raise the other fellow's "ante" — 
Essex will do it. Success is enthusiasm and 
the ability to take infinite pains. Resource- 
fulness, enthusiasm and the Essex — and you 
can make everyone take notice! 

Do not neglect the importance of planning 
your campaign with the sole idea of suiting 
the tastes of your prospects and owners. A 
nation-wide "Essex Week" on these lines 
will satisfy the world when the results are 

It Will Make Everyone Talk Essex! 

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the eek of June 27th! I 


ESSEX WEEK, being a National 
Week in which all dealers will 
participate, your store front, the 
arrangement in the salesroom and the 
banners carried on your demonstrat- 
ing cars should all bring attention to 
the campaign. 

Give your store a gala appearance 
through stringing banners across the 
front and by placing signs on the win- 
dows; thus you attract attention as 
you frequently have when a new car 
or an important record is announced. 

Here on this page are suggested 
copy for banners to be strung across 
the front of the store. The slogan, 
"Watch the Essex this week," as sug- 
gested in the illustrations for store and 
car banners will create curiosity. You 
should, if possible, notify all Essex 
owners of the demonstrations you and 
all dealers are making to prove Essex 
Performance, Economy and Relia- 
bility. A letter to the owners, an ad- 
vertisement in the newspapers that 
you will make a demonstration of the 
Essex in whatever manner you deter- 
mine will call attention to your activ- 

Have Every Demonstration 
Impartially Observed 

A newspaper representative, a rep- 
resentative of the local automobile 
club and other disinterested persons 
should be named as observers and 
asked to furnish a statement of the 
Essex performance. 

Owners will take great interest in 
knowing that cars like they own are so 
emphatically proving their perform- 
ance, economy and reliability. 

You know your own market best. 
You know the kind of demonstration 
that will be the most convincing. If 
you think economy is of most impor- 
tance, then arrange to show that the 
Essex is not only low in gasoline con- 
sumption, but that its oil require- 
ments are small and don't fail to point 
out that oil is a considerable item in 
car operation cost. 

Bring out reliability by establishing 
the Essex stability and freedom from 
mechanical attention. This can be 
proved in the runs for distance, etc. 

Tire economy of course is proved in 
long service. Your owners can give 
you interesting figures in this connec- 

PUT Up Signs — First, a large sign 
should be painted on canvas to go 
across the front of the salesroom. The 
Triangle artist shows here how the sign 
would appear on two typical salesroom 
fronts. The si gn should not be less than six 
feet high, and it should be as large as pos- 
sible to make and display. This sign should 
go up late Saturday night, June 26, so 
that it will be ready for the public on 
Sunday morning, June 27th. 

Small signs should be painted on can- 
vas to put on the sides and the back of 
all cars running about the territory 
during the week, especially those cars 
driven by salesmen, and anyone else 
connected with the Distributor's or 
Dealer's organization. Suggestions for 
such signs are offered in the illustrations. 

tion. If you should report the ten 
best tire-mileage records in your terri- 
ritory it would be of convincing 

The idea of the "Essex Week" is to 
not alone establish through records 

what the Essex is capable of showing, 
but to awaken such interest among 
owners that they will come to your 
store to see what the "Essex Week" is 
all about and to encourage them to 
talk about their experiences. The 

It Will Increase Your Essex Sales! 

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salesmen should all be urged to inter- 
view their customers to get from them 
their feelings about the Essex. It will 
give a new and enthusiastic interest 
to the salesmen. 

When everyone feels that similar 
interest is being manifested by Essex 
dealers everywhere, that close to 
40,000 owners are reasserting their 
appreciation of their cars, it has the 
effect of making Essex more talked 
about than ever. 

Remember how the Essex has been 
advertised. We have always referred 
to what owners were saying about the 
Essex. Their praise has been empha- 
sized as the real mark of Essex quality. 
We want to keep that active influence 
alive by not allowing owners to be- 
come less enthusiastic about their cars. 
That they are satisfied with their cars 
is not enough. We want to keep them 
assertively interested. That we sug- 
gested in our advertising that owners 
praised the Essex resulted in their 
doing that effective thing, and so this 
campaign is offered as a way to over- 
come any tendency there might be of 
owners and salesmen forgetting that 
the Essex is daily adding to its claims 
for their appreciation. 

The records made in the past are of 
value only as we keep them fresh in 
the minds of those who sell and use 
Essex cars. No definite specific sug- 
gestions can be made as to what is the 
best kind of demonstration for you to 
make. You can best handle that ques- 
tion. The advertising suggestions 
made in these pages are helpful. The 
suggestions for demonstrations on 
page two will help you to arrange the 
kind of stunt you think will excite the 
most interest. The advertising value 
contained in the slogan, "Watch the 
Essex this Week," together with what 
you do in the way of newspaper adver- 
tising, the letters you send to owners, 
the interviews with owners and the 
arrangements made in your storeroom 
displays will all serve to concentrate 
attention on Essex. 

Keep us informed of what you are 
doing. We will keep you informed of 
what all other dealers are doing and 
we will send you newspaper advertise- 
ments containing a resume of the dem- 
onstrations made. 

The idea is to make Essex more 
talked about than ever. It is needless 
to emphasize the value such a week of 
concentrated action will have in mak- 
ing each man more enthusiastic and 
efficient and in piling up more orders 
than otherwise would be possible. 

Revival meetings are relied upon to 
reawaken religious interest. Fourth 
of July is a day when all thoughts are 
turned into patriotic channels. 

The week of June 27, if we all do our 
bit, will make new interest and new 
sales for Essex. 

Some Important Suggestions 

Try and do more than one thing. 

Wire the factory the results of all 
your achievements. 

Reproductions of this sign in* poster 
size for salesroom windows will be mailed 
you. Your local sign painter can repro- 
duce it for you wherever the space for 
such a sign offers itself. 

Distributors and dealers should 
keep each other posted during the 

Send to the factory photographs of 
cars in action in various events. 

Complete your program by July 
2nd because of July 4th. 


The announcement advertise- 
ment for newspapers calling 
attention to Essex Week will be 
sent out from the factory ready 
to release to the papers on June 
27th. With this will go numer- 
ous suggestions for small local 
advertisements to be run during 
the week. 

Complete information as to 
the handling of the advertising 
and other details will go for- 
ward to distributors and dealers 
in a separate letter. 

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eek Brings a 
ide Response 

Distributors and Dealers Enthusiastic; Pledge Full Co- Operation 
and Welcome the Opportunity to Demonstrate Essex Qualities 

f"\N THE FIRST DAY following the announcement of Essex Week, telegrams began to come 
^■^ in from all parts of the country, every one a promise of hearty co-operation. This issue of 
The Triangle had to go to press, however, before many had even read of the plans for Essex Week, 
but if replies received the first day are a criterion, and they came from widely separated sections 
of the country, then Essex Week will be an even greater success than was anticipated. Here are 
the contents of a few telegrams: 

"Delighted over Essex Week. Will go 
in with all the enthusiasm in the 
world. Our policy will be to hammer 
virtues that any automobile should 
have to render it most satisfactory to 
its owner. Economy, endurance, power 
and speed are the cardinal virtues and 
the Essex can excel all competition in 
all four." 

"This section is famous for its hills. 
We are going to make Essex famous for 
climbing these hills. Count on our 
enthusiastic support and co-operation 
in helping to make Essex week a super- 

"You can depend upon our complete 
co-operation Essex week." 

"We will do our best to hang up 
some Essex records. You can count on 
our full co-operation." 

"We will be glad to do our share to 
make Essex Week a success. Believe 
the idea will be productive of good 

"We will heartily co-operate with 
you to make Essex Week a success." 

"Congratulate you on nation-wide 
Essex demonstration. Will hold non- 
stop run throughout week to prove 
endurance, oil and gasoline economy. 
Will also stage spectacular hill climb 

A. re You Ready for Essex Week ? 

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Talk ESSEX! 

TX7HEN THE WORLD stops talking, the world 

A book is only the best seller as long as people 
talk about it. 

If Douglas Fairbanks stopped making pictures for 
a year some one else would inherit his popularity. 

Few remember Nancy Hanks or Maud S. 

There are plenty of people who have never seen or 
even heard of Denman Thompson and "The Old 

Irvin Cobb wrote a story — "The Thunderers of 
Silence" — that ran in the Post two years ago. In it 
he told how a nation, through its press and the 
closed lips of its citizens, so ignored a statesman that 
he was forgotten and his name passed into oblivion. . 

munity, large or small as it may be, who know nothing 
about the Essex. 

You will grant there are plenty who know little 
beyond the fact that the Essex is a new car that has 
made good. 

But they don't know all or a small fraction of the 
things you know about this car. 

That is just why Essex Week was planned. 

It is to make you and every one else connected with 
Essex talk about it. 

The more people we can keep talking about the 
Essex, the easier it will be to sell Essex. There must 
be no let up. 

Never a day should go by that you do not find an 
opportunity to tell someone the story of the Essex. 

And so there may be people in your own com- And as Essex Week starts, go over the things you 

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Think ESSEX! 

| know about the Essex, make a mental inventory of 
the talking points you employ when you set out to 
interest a prospect. Make sure that you haven't 
forgotten something. 

Check over the things you know Essex has done : 

The 50 Hour Run at Cincinnati when a new world's 
record was made — 3037 miles at better than-a-mile-a- 


The hill climbs, the endurance runs — all the 
records you know the Essex has made. 

Repeat the story of how Essex is built in the same 
great factory that turns out the Hudson Super-Six. 

Show prospects how sturdily the Essex is con- 
structed. Point out the refinements, the little things 
k in Essex that are not found in any other car of its 

F class. 

What maybe an old story to you will be new to some 
prospect you may have thought knew all about Essex. 

Advertising doesn't always mean space in maga- 
zines and newspapers. 

It is more than that. It is the way you drive your 
Essex, the way you keep it up, the impressions you 
allow another owner or prospect to gain from your 
Essex, that help or hinder your sales efforts. 

Not only in your city but all over the land sales- 
men will be talking and thinking Essex this week. 
The more they talk, the harder they think about their 
work the easier it will be to get prospects interested. 

Your publicity, your newspaper advertising, ban- 
ners, posters all bear the slogan "Watch the ESSEX 
this Week." That is what people will be doing, but 
unless you Talk and Think Essex in words, deeds and 
action then there won't be anything to watch. 

Digitized by LiOOQ IC 



Attracts Attention 

Through Its Many 





VERY MAN, woman and child'is interested 
in any unusual achievement. 

The Essex is the most interesting car of the 
year because it has done the most unusual things. 

Selling automobiles is largely influenced by the 
news that can be circulated about the'car. 

From the very first it has been its capacity to 
achieve the seemingly impossible that has centered 
interest on the Essex. 

Its victory in the famous San Bernardino Hill 
Climb, its setting of a new 24 hour road record in 
Iowa, and the establishing of a new world's long 
distance endurance record at 
Cincinnati — all were news. 

These with countless other 
spectacular feats in all sec- 
tions of the country caught 
the attention of the public, 
aroused nation-wide interest 
and provoked endless discus- 
sion and even argument, and 
the result was that the Essex 
set a new world's sales record 
in its first year. 

Essex Week will without 
doubt bring out more unusual 
achievements than have been 
recorded during the past year. 
The value of this week to 
every distributor and dealer 
will be immeasurable, the 

The Essex has unrivaled 
ability for speed, hill climb- 
ing, acceleration, endurance 
and economy. 

Other more costly cars may 
equal it in some particular, 
but no other car, regardless of 
price, possesses all of its 

The Essex is an ALL 
AROUND car. 

So every effort should be 
made to demonstrate its all 
around ability — for unless 
you do this you cannot do 
justice to the Essex. 

Prove that you can use the 
standard Essex for ALL 
classes of work without de- 
tracting from its utility, 
economy and enduring qual- 

benefit will be felt throughout the year, if 
every one does his part. 

Plans of individual distributors and dealers are 
now well under way. One eastern distributor has 
wired briefly to the effect that among other things 
he will run two Essex cars during the week on a 
non-stop run. To attract attention he will paint 
the cars a bright red., with striping in white. The 
upholstery to be of red and white material. 

Another plans a long non-stop run between two 
important cities where a road record is now held 
by another car. 

At still another point, where two large cities are 
in close proximity to each 
other, the distributor will 
start a non-stop run for the 
week between the two cities 
giving free passenger service. 
The car will be covered with 
records, and at night illum- 
inated with spot lights and 
special devices to attract 

In one state the distributor 
has set out to make a 150 mile 
circuit run over a rough and 
hilly course, in high gear. 

Everywhere distributors 
and dealers are planning to 
make Essex more talked about 
than ever. They are going 
to accomplish things with the 
Essex that they never thought 
were possible. 

Digitized by 




Watch the ESSEX Number 

JULY 17, 1920 

HPHE Work and the Spirit of the Work 
A that made all eyes Watch the Essex 
was a broad and sweeping force — so strong that it was not 
to be stayed or stemmed — because it was united. The 
joint efforts of the many made the powerful whole. 

Perhaps never before were you, in New England, 
aware of the aid your -brothers in the Rocky Mountain 
district, in the Pacific slope and elsewhere throughout 
the land, could give. Nor could you in Georgia and in 
Texas, know to what degree of strength this widespread, 
group action could rise. 

Your own road-run or hill-climbing feat was height- 
ened by the reports of what the Essex was doing in other 
sections of the nation. 

The feeling was present — the feeling that the Essex 

everywhere was truly great. The thrill of elation that 

each message brought was the same at the factory, 

that each of you felt, as members of The 

Family. The Factory knows, 

and appreciates. 


Digitized by VjOOQ IC 


The essex Did It 

NYTHING, anywhere, that looked like 
a record, the Essex went right out and 
"busted," during the week of June 28 
to July 3. Distributors and dealers in 

every state joined in this mighty, nation-wide 

demonstration of the Essex. 

Brand new cars, right off the shipping dock, 
that had never been run anywhere, pierced their 
way through the night from Detroit to Chicago. 
Two of these cars set new records between the 
two cities — the first one 
doing the 303 miles in 8 
hours, 18 minutes, and 
the second making the 
same trip in 8 hours, 28 

And in the crowd that 
gathered around the Chi- 
cago show rooms to see, 
there were half-a-dozen 
men who went in and 
said, "I want that car — 
the one that finished 

TN the mountains of 

■** California, Washing- 
ton, Montana and Colo- 
rado, in the Everglades 
of Florida, across the 
plains of Iowa and the 
sandy stretches of Texas 
and Oklahoma, through 
Missouri mud, through 
sections of Indiana, on 
Eastward to New York 
State and up into New 
England and Canada, 

Essex cars performed practically every known 
feat that would try the mettle of an automobile. 
Records were assaulted and shattered in every 
section of the country. In Virginia and in 
Georgia, Tennessee and Kentucky, in Wisconsin 
and Minnesota — everywhere, the Essex was Star, 
performing in the center of the stage — performing 
without make-up and performing beautifully. 

Not one representative of the Essex hesitated 
to enter a car in hill-climbs, in non-stop motor 

1M7ITHOUT special equipment or grooming the Me can — many of 
them touching their wheel* to public highway for the first 
time, others that had given service in the hand* of owner* up to at 
high as 38,000 miles — went forth and stood the moat severe teats 
poaaible to deviae. And they made Essex week a period of truly 
great achievement. 

tests, in track or cross-country runs, in economy 
competitions nor in any other type of trial — no 
matter how severe — that would show the powers 
of this car. 

TT was a bold, proud display of confidence — 
A confidence that the Essex is right, throughout. 
Essex Week was, of course, designed to arouse 
a new interest — and to very definitely fasten the 
attention of motorists throughout America upon 
this car and its abilities. 

The measure of success 
attained by Essex Week 
must be increased sales. 
The scores are not all in, 
but we predict that those 
among you who went 
most enthusiastically into 
the Essex Week demon- 
stration will show the 
greatest increase in sales. 

If you do not make 
sales as the result of 
Essex Week, there is only 
one conclusion to be 
drawn — you have notjfull 
confidence in yourself. 

HpHE enthusiasm of 
A this great week swept 
aside J all worry about 
"conditions," and "un- 
rest," the attitude of the 
Federal Reserve Banks 
and what-not. The old 
Law of Supply and De- 
mand is always working 
and Essex Week unques- 
tionably stirred up and 
crystalized the demand. The prospect wants an 
Essex now, just a little harder than he ever 
wanted it before. Sales resistance is at its 
lowest ebb. You have inspired confidence in 
the car. You have a market. We have no doubt 
what the results will be. We watched Essex week 
with the same enthusiasm that you did. We 
knew the Essex would shatter records every- 
where. We have the same confidence you have — 
not only in the Essex product but in the whole 
family of Essex distributors and dealers. 

Digitized by 



Complete Record of Essex Week Achievements 

XJ" O. Harrison collaborated with Harold 
-*—■"• L. Arnold of Los Angeles in a double 
round trip run, Angel City to 'Frisco. Harri- 
son's Essex made the 846 miles in 33 hours, 
29 minutes, averaging 25.6 m. p. h., and 
obtaining 23.02 miles per gallon. Newspaper- 
men were official observers. Arnold's car 
was sealed in high gear; the radiator and 
hood also were sealed. It had previously 
traveled 28,000 miles. For the run of 878 
miles, it averaged 22.8 miles per gallon. 

The Essex wins Talloc Cup put up by the 
Sacramento Dealers Association for their 
first reliability run. Makes two hundred and 
61 miles over the Sierra Nevada mountains 
against 19 entries, having the highest score 
for gas, mileage and water. Gasoline average 
for run 24.25 miles to the gallon. 

/ T*HE achievements of Essex Week are told in the following paragraphs 
** as completely as space permits and as modestly as irresistible, swelling 
pride allows. 

There has been no attempt to determine who did most nor who made the 
best showing, but to make as complete a record as possible. 

A great many photographs have come in. They are still coming. That 
pleases The Triangle exceedingly. Let 'em come, say we! Those used in 
this number are practically in the order of their arrival. 

If you did anything Essex Week and told the factory about it, by telegram 
or letter, you will find mention of it somewhere in the following joyous 

Hp HERE was a thrill for everybody who 
A knows anything whatever about the roads 
between Detroit and Chicago in that message 
saying that Arthur Lee had driven a brand 

new Essex, just 

off the production 

line, the 303 miles 

from the Factory 

to 22nd Street and 

Michigan Ave., 

Chicago, in 8 

hours, 18 minutes. 
Lee's time, and 

also that of L. C. 
Morgan, driving a second brand new Essex, 
beat the time of a famous racing driver be- 
tween these cities. Morgan's time was 8 
hours, 28 minutes. 

Seven cars started from the factory, a 
few minutes apart, Lee getting away shortly 
after midnight. The route was through 
Ypsilanti, Ann Arbor, Dexter, Chelsea, 
Jackson, Albion, Marshall, Battle Creek, 
Kalamazoo, Paw Paw, Lawrence, Hartford, 
Watervliet, Coloma, Benton Harbor, St. 
Joe, Galena, Three Oaks, New Buffalo, 
Michigan City, Gary, East Chicago, South 

Other drivers were Edward Dietrick, time 
9:01; Bob Crandall, 9:42; E. Schubert, 10; 
A. Greenberg, 11:03. The seventh driver 
sideswiped a tree and was delayed, but 
finished the trip. 

The run was made absolutely without 
police protection. Lee says he lost one hour 
and twenty-five minutes slowing down. He 
did not violate any speed regulations going 
through towns and villages. Only at one 
point, Gary, Ind., was permission arranged 
for the boy 8 to "beat it." Shaver, the dealer 
at Gary fixed it. Lee's time ranged from 40 
to 63 miles per hour. He made the last 109 
miles of the trip in 108 minutes. He stopped 
twice, at Battle Creek and at St. Joe, for gas. 
The motor was not stopped at all. 

"I took the first car off the dock, just as it 
was," said Lee. "I didn't even hear the 
motor run. The car didn't have a squeak or 
rattle after the trip, and a half-dozen men 
tried to buy the car the same day after it got 
noised about that we had broken the record." 
Lee said that he was no more tired by his 
long ride than any person would be after 
doing any sort of work without rest or food 
for nearly nine hours. 

In a non-stop run of 144 hours, 144 trips 
between Minneapolis and St. Paul were made, 
covering 1,731 miles, carrying 367 passengers 
and averaging 22.7 miles per gallon. 

A. J. Bruett, an owner, made a road-run, 
Milwaukee to Madison, a distance of 90 miles 
over country roads in the rain, in 2 hours, 4 
minutes. Mr. Bruett's car has been driven 
38,000 miles before this run was attempted. 
Another fast trip from Milwaukee was that to 
Waukesha, 12.7 in 15.5 minutes. Clarence 
Thiele drove from Green Bay to Milwaukee, 
127 miles, in 2 hours, 55 minutes. Thiele made 
the last 11 miles of his run in 12 minutes. 

Ailing & Miles, Rochester, sent an Essex 
from Rochester to Buffalo, thence to New 
York City and back to Rochester, a distance 
of 857 miles, in less than 24 hours, and averag- 
ing 17j^ miles to the gallon of gas. Eight 
hours of this run was made in the rain on 
treacherous, wet roads. 

The Botterill Automobile Company sent 
an Essex from Salt Lake City to Brighton, 
2 8 J/2 miles, in 52 minutes. This road in- 
cludes a climb of 4,528 feet. 

Dickinson Motors Company, Shreveport, 
La., turned an Essex loose on a vacant lot 
and let it do stunts, while another World's 
Wonder raced away to Marshall, Texas, over 
bad roads, 80 miles in 2 hours, 7 minutes. 

Governor Officially Starts a 
Non-stop Run 

Everybody in Salt Lake City watched th e 
Essex during Essex Week, including the chief 
executive of the state of Utah. 

It was Governor Bamberger who signed the 
seal for the speedometer and stepped on the 
starter which set the motor off for the 120 
hour non-stop run put on under the auspices 
of the Botterill Auto Company. 

Wabash Valley Motor Company, Lawrence- 
ville, 111., sent an Essex in a race with fast 
railroad trains from Evansville to Terre 
Haute, 118 miles by the road, in 3 hours, 11 
minutes. The train takes 3 hours to make 
109.4 miles. Ora Jeffords, an owner, accom- 
panied by salesman William Jones, beat the 
Big 4 train by 5 minutes from Lawrenceville 
to Robinson, 24.8 miles. Time, 37 minutes. 
Essex also made Lawrenceville-Olney trip, 
25 miles, including 6 miles through clay roads, 
in 35 minutes. 

At Louisville, Ky., the Triangle Motors 
Co., staged a 240 hour non-stop run with a 
car that had 10,000 miles to its credit, making 
3510 miles, using 221 gallons of gasoline, 1% 
quarts of oil, and six gallons of water in the 

Sawyer Motor Co., of Asheville, No. Caro- 
lina, accomplishes feat of climbing Tabernacle 
Hill and turning into Cherry Street on high. 
It had never been done before "The Essex 
Did It." 

Digitized by 



Essex Does a Little Life-Saving Stunt 

\A7 HILE every stunt possible was tried and accomplished during Essex Week, Rochester 
* * was the only one to figure in a life saving feat. 

A race had been arranged near Rochester, New York, between an Essex driven by M. B. 
Grubb of Ailing & Miles and an aeroplane owned by Floyd Marshall, Essex dealer at North 
Rose, accompanied by his wife. 

The plane was to fly low to permit the taking of moving pictures of the race. At the start 
Marshall, in endeavoring to get a practically even start, circled; as he swung around, a bank of 
wind caught the plane and forced it into a tree leaving it suspended in the air at a 60 degree 

The Essex was hitting them off at 65 miles when, noticing the mishap, swung around 
and was first to reach the suspended aviators. 

Not a sign of life was shown by the Marshalls and it was feared both had been seriously 
hurt. It developed, however, that the plane was so that the least motion would have sent it 
to the ground, a fact which Marshall figured. He and his passenger sat tight for the half hour 
before ladders could be secured from a distant farm house and they were helped down with 
barely a scratch. The plane was a complete wreck. 

The movie operator caught the Essex rounding the curve with the plane above at the start, 
the plane as it was forced into the tree and the rescue of the Marshalls, as well as several 
other views. 

Time, 8 hours, 15 minutes. James Andrews 
made a round trip, Atlanta to Macon, averag- 
ing 40 m. p. h. The Atlanta folks also put 
an Essex to the top of Stone Mountain, an 
elevation of 1700 feet, with 45 degree grades. 

Harry Mathews had a motorcycle traffic cop 
following him for 10 miles on his Cincinnati - 
Toledo run, and had to hold the Eager Essex 
down to 26 m. p. h. However, he finally 
shook the Law and finished the round trip 
run of 390 miles in 12 hours, 23 minutes. 
The car was in high gear all the way. Cin- 
cinnati also put on a hill-climb, negotiating 
the Sycamore Street Grade, 1,760 feet in 
28.1 seconds — a high gear triumph. 

E. W. Williams of Bennington, Vt., circles 
Mt. Anthony in high gear. 

An Essex beat the best train time, Grand 
Rapids, Michigan, to Detroit, doing the 164 
miles in 4 hours, 1 1 minutes, which is 5 min- 
utes faster than the train makes it. The- 
run started at the Pantlind Hotel, Grand 
Rapids, and finished at the Statler, Detroit. 

The oldest Essex in Colorado, with 22,000 
miles to its credit, made 3,828 miles in Bot- 
terill's 6-day non-stop event. Moreover, it 
carried a crate of 288 eggs during this cease- 
less journey. The eggs were strapped to the 
rear seat. Only 40 were cracked at the end 
of the run. 

An Essex in the exceedingly strenuous rent- 
car business, previously driven 19,000 miles, 
tackled a high-gear hill climb test at El 
Paso, Texas. It went over the top of the 
North Station Street Hill at the rate of 49 
miles per hour. 

E. V. Stratton decided that there was no 
better way of putting the Essex through her 
paces than a high-gear run through the 
Adirondacks from Albany to Montreal. Des- 
pite heavy fogs in the mountain the car beat 
the fastest train, doing the run of 221.6 
miles in 6 hours, 51 minutes. 

At Amarillo, Texas, Tony Chisum put on 
a non-stop motor run for 36 hours. When 
the time was up, the speedometer showed 
that 1,287.8 miles had been covered. The 
car used in the test had been previously 
driven 28,000 miles. 

Takes White Mountain Passes 
in High Gear 

Lloyd's Hill, longest in Fairfax County, 
Virginia, was negotiated in high gear as one 
of the stunts put on by J. M. Duncan, dealer 
at Alexandria, Va. 

Over North Hill at 45 m. p. h., through 
heavy traffic from 15 miles per hour, and from 
1 to 72 m. p. h. acceleration test is reported 
from the Bashaw Motor Sales Co., Akron, 

Roy Brooks of Athens, Ga., put the Little 
Green Car through crowded streets and 
country roads from Athens to Danielsville 
and return, a distance of 34 miles, in 31 
minutes, 25 seconds, an average of 64.8 miles 
per hour. 

Huey Motor Company of Cisco, Texas, 

beats Cisco to Rising Star (44 miles) record 
by 38 minutes. Time 72 minutes. 

With Phister at the wheel, the Essex is the 
first car to climb Horse Shoe Bend Hill at 
Ludlow Falls, Ohio, in high gear. 

James Newman of Chattanooga, Tenn., 
climbs Lookout Mountain with one passenger, 
a 1700 foot rise in 2.5 miles, in high gear. 

The "Wonder Car" climbs Mt. Maury 
over barren rocks at Columbia, Term., 
averaging 21.75 miles per gallon of gasoline 
in run. 

Taylor Mitchell, Jr., presided at the wheel 
of an Essex sealed in high-gear on a road run, 
from Atlanta to Tallahassee, Fla., 320 miles. 

T? ROM Manchester, N. H., over the 
•*■ White Mountains to the Canadian 
boundry and return, climbing three famous 
passes—Crawford Notch, Dixville Notch, 
Pinkham Notch enroute, a distance of 414 
miles, in 10 hours, 54 minutes, in high gear is 
another notable achievement of Essex Week. 

The car was driven by W. E. Strobel and 
Arthur Guay of the Manchester Auto Com- 
pany, with two newspaper men as observers, 
and had seen 12,300 miles of service. 

The gasoline consumption during the trip 
averaged 16 x /i miles to the gallon while the 
average rate of speed was 38 miles per hour. 

Drivers and observers say the time could 
have been lowered considerably if speed regu- 
lations had not been strictly adhered to 
in the 23 towns through which they passed. 

Digitized by 



Observer Amazed at Essex Performance in 

High-Gear Test 

{Here is a remarkable story of a remarkable performance of an Essex car. 
It is part of a letter written by Roy Mason of the George Batten Company, New 
York, to the Hudson Motor Car Company of New York, following a trip on 
June 29 from New York to Poughkeepsie and return.) 


Takes Cinci's Steepest 
on High 


THE sign on the side of the car read: 
"This Essex running from New York to 
Poughkeepsie and return every day this week 
locked in high gear. Can your car?" All 
the other gears, even reverse, had been re- 
moved, so that the car had to be pushed 
backward by hand to get clear of the other 
cars at the curb for a start. 

Carey, the chauffeur, seemed to be an 
extremely reticent and conservative man. I 
fell into conversation with him, and extracted 
by degrees the facts that he had been driving 
can of all descriptions both in this country 
and abroad for the last twenty years, that he 
had served two years in the Tank Corps 
during the war, and (late in the afternoon) 
that he had once driven a mile in 38 1-5 
seconds at Ormond Beach. He seemed so 
detached, reserved, and impersonal in his 
attitude towards the particular car that he 
was driving at the moment that I ventured 
to ask him what he thought of the Essex. 

"After you reach Poughkeepsie," he said, 
and stopped. He seemed to reflect during a 
long pause, and then concluded: "You'll say 
she's a wonder." 

We started at 10:10 o'clock in the morning, 
and I noticed from the odometer that the car 
had already been driven more than 11,112 
miles. I also observed that as we were run- 
ning up the steep, long winding hills, at 
Owning, Harmon, Sleepy Hollow, Garrison 
and other points along the Albany Post Road, 
the car consistently gained in speed. 

At the bottom of this hill my attention was 
attracted by a clashing, grinding sound from a 
car just ahead of us. 

"He's changing gears," observed Carey 

Then, although the foot of the hill was at a 
sharp turn so we had no chance to gather 
speed, we went on up on our single gear, high, 
passing the motorist who had shifted his 

There was a motometer on the radiator- 
Although it was a terrifically hot day ending 
in the worst thunderstorm that New York 
has seen this season, the thermometer failed 
to rise at the top of the longest hills on high, 
but remained at the medium notch. 

At Peekskill, where we stopped for a minute, 
a crowd gathered around us, attracted by the 
sign, and made incredulous comments until 
they looked inside the car and were astonished 
to see that we had neither low, intermediate 
or reverse gears. 

We reached Poughkeepsie, seventy-five 
and a fraction miles from New York at 12:50 
P. M., and started on the return trip in about 
twenty minutes. At the Country Hill Hotel, 
26 miles from Poughkeepsie, where we stopped 
for lunch, a curious crowd from the half dozen 
big cars that were waiting there gathered 
around us. Some of them said that they had 
to go into second speed, and some into first, 
to get up the hills on the road before us. All 
said that they were unable to climb them on 

But the crowning achievement of the car 
on this trip was still before us. On a long 
winding hill where the road was being repaired 
between Croton and Harmon a road mending 
machine which was loading a heavy truck 
blocked the way completely. We had to 
come to a full stop on an extremely rough 
road up a fairly steep hill. We waited there 
about five minutes, and other cars banked up 
behind us. I glanced apprehensively at 
Carey who said nothing. Finally the big 

motor truck lumbered slowly away, Carey let 
in the clutch, and we moved off smoothly 
with the procession from a complete standstill. 

Even the impersonal Carey was moved to 

"That's the most remarkable thing I've ever 
done on high," he said. "She's a wonder." 

During this trip of more than 150 miles on 
high not one of the Essex's cylinders missed 
once. I commented on this to Carey. 

"No. And they aren't going to miss," he 
said. "She's a wonder." 

Permit me to say that I agree with Carey. 

Cal Messner, of Phoenix, Ariz., thinks he 
now holds the world's record for a Sedan since 
the finish of his seven-day non-stop motor 
run. This car made 3199 miles, at 22 2-5 
miles per gallon of gasoline, used 1 1 quarts of 
oil and 11 quarts of water. The thermom- 
eter showed about 112 degrees. The run 
included the mountainous route to Roosevelt 
Dam and many miles of very rough Arizona 

In the above scene H. O. Harrison, San 
Francisco, is all smiles while William L. 
Hughson, president of the San Francisco 
Motor Car Dealers' Association congrat- 
ulates Driver Kuhn on the remarkable 
economy run he made in an Essex on a 
round trip to Los Angeles. 

Below is Harold L. Arnold's SX Arrow 
which made the same sort of trip, start- 
ing from Los Angeles. In the back- 
ground is the big 'Frisco Auditorium 
where the Democratic National Conven- 
tion was in session when the Arrow 
arrived. A couple of delegates cheered. 

Climbing Sycamore Hill, the steepest hill 
in Cincinnati, in high, was one of the feats 
put on by the Charles Schiear Motor Com- 
pany during Essex Week. 

The car was stationed at the foot of the 13 % 
grade and carried various passengers to the 
summit. The photograph shows Al Hohneck 
of the Schiear Company with an interested 

Wildam Fution of North Adams, Mass., 
with 4 passengers, beats time of daily express 
train more than J^ hour each way on 340 mile 
run from North Adams to Hudson Sales 
Company, 61st and Broadway, New York, and 
return, in car that had seen 3,500 miles of 
service. Elapsed time for trip was 10 hours and 
50 minutes, actual driving time 9 hours, with 
an average of 18 miles to gallon of gasoline. 

Jack Brodhead breaks record from Deca- 
tur to Springfield, 111., by 5 minutes and 57 
seconds. Time for the 42.3 miles is 49 min- 
utes and 3 seconds. Also gets 34 H> miles 
to the gallon of gasoline on economy test. 

J. H. Obrian pilots the Essex over the top 
of Perry Hill, Oswego, N. Y., at 51 miles per 
hour. Best previous record was 42 miles. 

In an economy run put on at Tampa, Fla., 
under the observation of newspaper men, the 
Essex went 23 miles on a measured gallon of 
gasoline, in addition to the following accelera- 
tion tests from a standing start: 40 miles in 
9 1-5 seconds and 65 in 34 4-5 seconds and 
attained a speed of 68 miles an hour. 

J. W. Tasker, Plattsburg dealer, in a moun- 
tain road run through the Adirondack Moun- 
tains, where he was forced to climb 2,200 feet 
in 16 miles, make two detours, navigate 2 
miles through fields, does 171 miles in 4 hours 
and 18 minutes on 10% gallons of gasoline. 

An Essex at Nashville distinguished itself 
by being the first car to climb to the top of 
Fort Negly, negotiating an unbroken trail 
to the summit of this famous civil war battle 

Omaha witnessed the Essex in a consistent 
economy test, covering 207.3 miles on six 
gallons of gasoline. The record, day-by-day 
follows: Monday 30.5 m. p. g., Tuesday, 
31.9 m. p. g., Wednesday, 34.2 m. p. g., 
Thursday, 35.8 m. p. g., Friday, 36.5 m. p. g., 
Saturday, 38.4 m. p. g. 

The McClelland-Gentry Co., beat the best 
time of record between Oklahoma City and 
Tulsa by 9 minutes. Distance, 135 miles. 
Time, 3:19)^, averaging 40.8 m. p. h. 

G. T. Hunter makes Springfield, Mo., to 
Joplin with the Essex, a distance of 89 miles, 
in 2 hours and 9 minutes. 

Digitized by 



William Jones, Essex salesman, Ora Jef- 
fords and an owner left Lawrenceville, 111., at 
5:00 P. M. the afternoon of June 30, at the 
same time the best "Big Four" passenger 
train pulled out, and drove to Robinson, 111., 
in 37 min., leading the train by 5 minutes. 
The road mileage is 24.8 miles — half dirt roads 
and six miles fresh graded roads, necessitating 
running part way in second gear. 

A. E. Willis, at Danville, Ky., drove a tour- 
ing car with windshield and top up 19 l A miles 
on one gallon of gas over rough and hilly 
country roads. 

Essex only car to ever climb Highland Hill 
at Steelton, Pa., in high gear. Goes over top 
at 10 miles per hour. 

Stoughton's Garage of Whitefield, N. H., 
puts Essex to summit of Mt. Washington 
from Glen House in record time of thirty- 
eight minutes. Car carried two passengers 
and encountered eight miles of washout 
roads in ascent. 

Bill Wiles, one of Dad Tuebner's boys 
located at Lauringburg, N. C, with the 
Essex, captures the 2, 5 and 10 mile races 
held on the x /& mile track of the Fayetteville 
Fair Grounds, from large field of entries. 

In a race on a half mile track near Tulsa 
the Essex sets the pace making one mile in 
1 minute, 14 4-5 seconds. In run from Tulsa 
to Sapulpa, Essex proves its worth by doing 
the 14 miles in 14 H minutes, bettering the old 
record by 5]^ minutes. Also makes Tulsa to 
Sand Springs in 1 1 minutes, distance 8 l /i miles. 

The Essex again makes them all sit up by 
making the run from Yakima, Wash., to 
Seattle one hour, 44 minutes faster than the 
Northwest Ltd., the crack Northern Pacific 
train. The run over the Cascade Mountains 
was made at an average speed of 36.48 miles 
per hour. The Essex's time for the run 
being 4 hours, 56 minutes for the 180.1 

An Essex which had seen 10,000 miles of 
service climbs Marin Avenue Hill, Berkeley, 
Calif., in 2 minutes, 11.5 seconds. This hill 
has 11 separate grades and is 85-100 of a mile 
long. Last stretch is unpaved and very 

At Portland, Ore., an Essex owned by E. F. 
Sennell performed consistently over city 
traffic and mountain roads, getting an 
average of 26.3 miles per gallon of gasoline. 

r A. H. Patterson with 3 passengers is first 
to pilot a car officially over Abbotts Pass and 
Tioga Pass, two of the highest passes in 
Nevada and California. These roads rise to 
elevations of 9,000 and 9,441 feet, respectively. 
This feat was accomplished in a run from 
Stockton, California to Minden, Nevada, 
through a blinding snow. The tourists stopped 
at Minden over night, then set out for Mona 
Lake where Tioga was surmounted and they 
returned to Stockton. The entire trip of 
432.8 miles was done in less than 24 hours, 
while 28 gallons of gasoline and 3 pints of oil 
were consumed by the Essex on the journey. 

$1550 For Used Essex 

"We noticed in a recent issue of The 
Triangle where an Essex was sold for $1300 
after being driven 9,000 miles and another 
for $1500 after being driven 10,000 miles," 
writes Chas. Green, Essex representative 
at Eureka, Calif. "We agree that these are 
good prices for used cars, but we have a record 
that will surpass either one of these. After 
driving our demonstrator 10,261 miles on 
the roughest roads in northern California, 
we sold it for $1550 which, goes to show the 
value of the Essex." 

All R. V. Law Did Essex Week Was Just 
Beat the Best Trains In Indiana 


R. V. Law of Indianapolis wasn't at all satisfied with the idea of merely beating a train. He 
was determined to beat all the trains in Indiana — that is, not every little milk train or freighter, 
but every train that made any claims for speed. 

So he picked out eight cities in various parts of the state, started for Indianapolis with the 
best trains and skinned 'em all but one — from Connorsville, which run was over atrocious roads. 

Here is a tabulation of the defeated choo-choos, the boys who won the races and all about 
the affair in concise form: 


Driver Starting Point Train Time 

Boswell South Bend Pennsylvania 4 Hrs. 

Marquis Marion Big "4" 2:18 

Hawkins Logansport Pennsylvania 2 :05 

Norris Frankfort Pennsylvania 1:12 

Prophet Anderson Big "4" 1 Hr. 

Van Reed Williamsport Wab. & Big "4" . . .3:15 

P. Seward Kokomo Wab. & Big "4". . .2:03 

Powell Connorsville C. I. & W 1 :20 

Each of the boys carried from two to five passengers. 

Not content with this, R. V. decided that there were some other towns in Indiana that 
should be visited and so he put an Essex on a high-gear run from Indianapolis to Franklin, 
Columbus, Nashville, Bloomington, Steinsville, Gosport, Martinsville and return. This 
circuit covered 173 miles and the car averaged 35 miles per hour on the trip. 



159 Mi. 

3:07 Min 






1 Hr. 


50 Min. 







Over rough roads and through considerable 
traffic, Essex goes from Greenville, S. C, to 
Traveler's Rest, a distance of 9 miles in 10 

Mc Austin Motor Co., of Greenville, in 
mountain run economy test of 65 miles with 
oldest car in state, averages 20 miles to gallon 
of gasoline, notwithstanding car went through 
mud up to hub for 12 miles. 

With Albert Donmeyer and Leo Timmons 
driving, the Essex makes Colorado Springs to 
Salina, Kans., a distance of 471 miles, in 10 
hours and 36 minutes, an average speed of 
44.4 miles per hour. 

Normandin-Campen Company with Essex 
are first to climb Sierra Grade, the steepest 
grade in Santa Clara County, California, a 
distance of 3.8 miles, in high gear. 

Digitized by 



Bostick Goes In for Beauty Contest in Parade at Meridian 

The Bostick Auto Company, Meridian, Miss., gave an artistic touch 
to Essex Week by putting on a parade and offering a prize for the most 
attractively decorated car. About 85 per cent of the Essex owners in 
Meridian were in the parade and the Bostick Company says that the 

only reason they did not have the other 15 per cent was that they were 
out of the city. The photograph shows the prize winners, and from 
the looks of them we say that if any members of the Essex family 
of Meridian were out of the city they were "unlucky cusses". 

T S. HARRINGTON deals in dozens. Came 
I. Essex week and Harrington of Spring- 
field, Mass., collaborating with his brother, 
D. H. Harrington of the Harrington-Hudson 
Co., of Hartford, Conn., collected twenty- 
four (two dozen, count 'em!) Essex, and 
launched a wholesale economy run. Every 
one of the cars finished with a perfect record. 

J. S. has a belief that Springfield is a pretty 
slick town. He is so strong for Springfield 
that he thinks even the Essex, which is famous 
for its impartiality, would perform better for a 
resident of Springfield than for a resident of 
some other place of less importance and per- 
fection as a town — Hartford, Conn., for 

"No such thing !" retorted J. D. "Any 
Essex knows that Hartford is much superior 
to Springfield." 

So each of the brothers set out to prove his 
point. Prizes for economy scores were offered 
to Essex owners and drivers in the run. 

Two routes were chosen — one from Spring- 
field to Greenfield and over the Mohawk 
Trail to North Adams, Mass., thence south 
through a number of towns to Hartford, a 
distance of 215 miles. The first dozen took 
this route. Route No. 2 went from Springfield 
to Rockville, Conn., thence by way of the 
shore to Hartford, a distance of 217 miles. 

The winners were C. S. Frost of Springfield, 
$25; E. Pendleton, representing Fred Schmidt, 
Westfield Essex dealer, $75; Fred Loomis, 
an owner, Wilmantic, $100. Loomis made the 
best mileage, 24 m. p. g., which, if you figure 
it that way, makes WUmantic a better town 
than either Springfield or Hartford. 

However, it was found that the cars from 
Springfield averaged 18.9 miles per gallon, 
while those from Hartford averaged 18.6 miles 
per gallon. 

At Calgary, Alberta, Lampkin wins light 
car race, 2 miles, and Hougdahl takes Cana- 
dian Sweepstakes, 7>£ miles on J^ mile dirt 
track. Crowd of 32,000 witness event. Houg- 
dahl's time, 8 minutes, 56 seconds, 50.5 m. 

The Plane Won But Kirk Is 

HERE is a story on Essex Week in which 
the Essex did not break a record or win 
a race, but everyone concerned is satisfied in- 
cluding A. E. Kirk of Hutchinson, Kansas, 
who was responsible for the event. 

A. E. figured that to make things really 
interesting in his section, he would stack an 
Essex up against an aeroplane during the 
"Big Week." He did— and the Essex almost 
won, notwithstanding the fact that it had to 
pass through two villages, turn nineteen 

corners and cross six railroads while its op- 
ponent, a Laird aeroplane, sailed through the 
air. Merle Wilson was at the wheel of the 
Essex. W. A. Burke piloted the plane. 

The race was from Wichita to Hutchinson, 
a distance of fifty-six miles, which the Essex 
made in sixty-two minutes and ten seconds, 
fifty seconds behind the aeroplane. 

We agree with A. E. and say he ought to be 
satisfied. Being fifty seconds behind a biplane 
in a race of fifty-six miles is going some. 

ESSEX Week in Texas was a big one. In 
addition to the new world's dirt track 
record of 1261 miles in 24 hours hung up by 
Bill Melaun in a car that had seen 12,000 
miles of service, the following triumphs are 
recorded in the "Lone Star" state. 

In Morris's 168-hour non-stop run at Dal- 
las an Essex registered 1731.3 miles. 

In an economy run at Bonham 27.2 miles 
was traveled on a single gallon of gasoline. 

W. S. Presley did taxi service at Bowie dur- 
ing the entire week, giving lifts to weary 
citizens and making friends. 

The Fain Bender Company of Fort Worth, 
made a run to Waco and return, a distance of 
202^4 miles, in 4 hours, 35 minutes, 30 seconds. 

Essex pulls 3^6-ton truck with an Essex 
attached on behind, a total of 19,000 pounds, 
through the highways and by-ways of Hills- 

Hyatt, Craft Motor Company, of Mineral 
Springs, makes 3-mile straightway in 2 
minutes, 38 seconds. 

Essex averages 20 miles to gallon of gas on 
48 hour non-stop at Terrell. 

Lloyd Weaver Auto Co., Wichita Falls, used 
an Essex fitted with plate glass hood on the 
streets during the day and on their salesroom 
floor at night, allowing it to run in a circle 
without the engine being stopped. The 
crowd at times became so dense that traffic 
was suspended. A run was also made from 
Wichita Falls to Archer City, over rutty oil 
field roads, a distance of 61 miles in 1 hour, 
22 minutes. 

Digitized by 



"The National Capitol certainly must 
know about this," said Harry J. Schwartz, 
Columbus, Ohio, when things began to pop 
Essex Week. So he staged a road run from 
the Capitol of Ohio to Washington. A car 
that had been run 16,000 miles made the 
trip of 402 miles, despite rains and heavy 
fog, through the mountains, in less than 
seventeen hours. The round trip took not 
quite 29 hours. P. Mitchell and Don Clifton 
piloted the Essex enroute, to the tune of 15 
miles per gallon. 

The Essex Treats 'Em Rough — Those 
Pittsburgh Hills 

The A. A. A. has been asked to make official' 
the Essex dirt track record for the 24-hour 
run at Dallas driven by Bill Melaun and Fred 
Melaun. These boys beat the best previous 
official record by 37 minutes and if the A. A. A. 
finds everything in connection with the run 
O. K., here will be another world's record 
for the Essex. The distance covered was 
1,261 miles, at the rate of 52.5 miles per 

Des Moines entered two cars in a six-day 
run. One of these was No. 250, which had 
been driven 26,000 miles. This Essex car- 
ried 503 passengers, made 917 stops and at 
the finish tore off a measured mile in 60 J^ 
seconds. The mileage for the six days was 
2,694. Car number 7946, doing the same 
stunt, carried 1,099 passengers, made 1,220 
stops, and at the finish made a measured mile 
in 60 seconds, flat. The car traveled 2,122 
miles in the six days. Another burst of 
speed was recorded when an Essex made a 
run from the Northwestern railroad station, 
Tama, to the N. W. station in Des Moines, 
94 H miles, in two hours and six minutes, 
including 17 minutes that was lost while 
changing a tire. 

The Lambert-Hudson folks at Baltimore 
put a Sedan that had done 15,000 miles on 
its original tires into a steady run of 144 
hours. The car covered 2,225 miles and got 
an average of 20 }4 miles per gallon of gaso- 

"The hills are right here, and we'll climb 'em," said Eddie Bald, Pittsburg distributor, 
when figuring out how to more than ever drive home the value of the Essex to "Smoky City" 
motorists during Essex Week. 

Harry Taylor was put at the wheel of an Essex Roadster and told to go show them. 

His first feat was to go over the Perrysville Avenue Extension in high. The first time it 
has ever been done by a four cylinder car. Next came Negley Avenue Hill. Taylor was over 
the top at 28 miles an hour. 

He then shot down Bigelow Boulevard where he again showed its hill climbing ability on the 
famous slope that rises above the boulevard, leaving the Smoky City's prize drive in the back- 

The Erwin M. Jennings Co., showed Con- 
necticut folks what the Essex could do to 
their hills. Four cars were sent up Long 
Hill, New Haven, and they ranged from 47 
to 48 m. p. h. at the top of the climb. On 
Southington Mountain, at Waterbury, the 
cars finished at from 41 to 42 m. p. h. On 
Sport Hill, Bridgeport, the four cars went 
over the top at the rates of 52, 56, 57 and 60 
miles per hour. 

Acceleration tests and hill-climbing stunts 
kept the eyes of Charleston on the Essex 
during the Big Week. Charlie Midelburg 
sent the touring car against Southside Hill, 
Edgewood Drive, Cemetery Hill and Capitol 
Hill. High gear, of course, and over the 
top at 40 m. p. h. to 55 m. p. h. The Essex 
also speeded up from 4 m. p. h. to 55 m. p. h. 
within the limits of a standard city block, 
and up to 65 m. p. h. in a block and a half. 

Gates Mill Hill, the longest and steepest 
young mountain in the state of Ohio, was an 
easy mark for the Essex, which went over the 
top in high gear at 45 m. p. h. and 20 miles 
per gallon. 

The Bacon-Ryerson Company, Jackson- 
ville, Fla., staged a run of 80 miles over the 
worst road in the South, from Jacksonville to 
Waycross Highway, in 2 hours, 25 minutes. 

New Orleans saw an Essex in a 10-hour 
economy test perform at the rate of 23.7 miles 
per gallon. 

Essex is the First Car to Climb to Top of 

Simpson's Rest 

In a run from Toronto to Niagara Falls. 
Essex travels the 93 miles in 1 hour, 56 min. 
The last 49 miles of road is very bad. Passed 
through 20 towns where speed limit is 20 
m. p. h. 

C. E. Wright & Company, Norfolk, Va., 
made a non-stop run of 168 hours, covering 
2,488 miles with a car previously driven 7,472 
miles. This run averaged 15.6 miles per 

William Steinhart, Crockett Auto Com- 
pany, San Antonio, sent an Essex over the 
twisting, hilly road from San Antonio to 
Medina Lake, 30.2 miles, in 36 minutes, 10 
seconds; returning in 38 minutes. In an 
economy ran— San Francisco to Austin and 
return, 166 miles, with an average of 25^2 
m. p. g. 

If they never watched the Essex before, the population of Trinidad, Colorado will from 
now on as the result of the Essex climb to the top of Simpson's Rest during Essex Week. 

"We'll show 'cm," said the Trinidad Motor Sales Company, Essex dealers, when skeptics 
said, "No siree, it can't be did." 

The hill in question rises and curves high above Trinidad. Roads to the top have been 
proposed but never started. To reach the top a wagon trail (if it could be called that) had to 
be traversed. 

Well the long and the short of it was that the Trinidad Motor Sales Company went out 
and did it, adding another achievement to those being piled up in all sections of the country. 

Three cars were sent out on 150 mile round 
trip runs from New York, all locked in high 
gear and with gear shift levers removed. All 
finished beautifully. One car traveled the 
north shore of Long Island, another went to 
Delaware Water Gap and return and the third 
journeyed to Poughkeepsie and back. 

H. H. Loughridge, an owner who received 
delivery of his Essex on May 7, 1919, drove 
from Lincoln to Hastings, 106 miles, in 2 
hours, 4j^2 minutes, making 27 towns and 14 
bad crossings. A 36-hour non-stop run also 
was made over hills and newly graded roads, 
scoring 784 miles, and averaging 18 miles per 
gallon of gas. 

Digitized by 



You Can't Stop the Essex by Lifting it 
Off the Ground 

AMONG others, ladies and gentlemen, the 
famous "Rim o' The World." This fam- 
ous hill at San Bernardino has been tackled 
by the best of them and it's a proud car that 
holds the record for it. The Essex which 
went over the 8.8 miles of sheer climb in 17 
minutes, 23 seconds, is the same car that won 
first in its class and second against the entire 
field last year in competition with two "8s", 
one "6" and three four cylinder cars. 

During the Big Week the Essex made seven 
practice runs, each time lowering its record 
of last year and in three out of seven trials 
made better time than any car that has ever 
climbed to the summit of this famous course. 

Harold L. Arnold, of Los Angeles, has ap- 
plied for sanction to the A. A. A., and will 
conduct an official test to put a clincher on 
the record. 

F. J. O'Hara of Spalding, Neb., put the 
Essex, with 4 passengers, up to 50 miles per 
hour from standing start in 32 1-10 seconds. 
Also puts Essex up grade of 7 feet to the 
mile in 4 minutes flat on rough country roads. 

A prominent Nebraska woman drove an 
Essex with several passengers over good 
and bad roads from Lincoln to Hastings, 
Nebraska, 109 miles, averaging better than 
28 miles to the gallon of gasoline. 

F. C. Phister climbs Ft. Ancient Hill, 
Dayton, Ohio, in high. 

You might say, off hand, that even if the car did run 34 hours at 60 miles per hour, it 
wouldn't get anywhere, in that jacked-up condition. On the contrary, however, it got every- 
body in Buffalo talking Essex. The car ran the hands right off the clock and E. G. Oliver had 
to get another sign (shown at the right of the clock.) It might be snorting away yet, except for 
the fact that the police came around at the 34th hour and said, "That's enough. We're con- 
vinced." The scene is laid on the sidewalk in front of the Hudson-Oliver Motor Co. place in 
Main Street, Buffalo. An exhaust pipe extended ten feet high from the hood, and the crowd 
attracted, both pedestrians and people in cars, extended for six blocks — so thick, in fact, that 
E. G. had to go out the alley entrance in order to get to a telegraph shop and notify us. 

Mayor Schreiber, of Toledo, 
Acts as Starter 

Oakland Learns from Harrison 

T)URING the big week the H. O. Harri- 
son Co., Oakland, California, employed 
a unique and effective bulletin service to give 
publicity to the feats of the little "wonder 
car." A huge canvas sign in the shape of 
the Essex radiator monogram was placed 
at the top center of the plate-glass front of 
the Hudson-Essex salesroom in the big new 
building of the company, with various designs 
of pennants in different colors flanking it on 
each side. The pennants were numbered 
and given geographical locations. Across the 
lower part of the window frontage was 
arranged a line of radiator monogram placards 
provided by the factory. As messages were 
received by wire telling of Essex exploits, 
bulletins were posted between the lower 
placards. Underneath the large top mono- 
gram was placed a triangle-shaped pennant 
telling of the Essex lowering the record held 
ance January by a multi-cylinder car on the 
difficult Marin avenue grade in Berkeley. 

The John Doran Company, staged a road 
run, Spokane to Seattle, setting a new record 
of 10 hours, 20 minutes for the 333 miles; 
actual running time, 9 hours, 27 minutes. 
Drivers, R. W. Evans, F. J. MacDonald and 
H. E. Wright. W. L. Michaelson drove from 
Spokane to Odessa, 76.7 miles, in 1 hour, 36 
minutes. I. B. Neill drove Bonner's Ferry 
to Spokane, 108.6 miles, over very poor roads, 
in 2 hours, 43 minutes. 

With car locked in high gear, Stamford, 
Conn., owner makes seven of the most diffi- 
cult hills near and in Stamford. 

A circuit run of 24 hours saw an Essex make 
the 407 miles from Lynchburg through Rich- 
mond, Charlottesville, Staunton, Lexington, 
Roanoke and back to Lynchburg in 17 hours 
and 24 minutes. Also the Virginia Motors 
Co., Roanoke, sent an Essex that had pre- 
viously run 16,000 miles to the top of Mill 
Mountain, a three-mile trip, in 6 minutes, 
52 2-5 seconds. There is a rise of 935 feet 
in the last two miles of this road. 

Statesville, North Carolina, dealer, makes 
Hickory, No. Carolina, a distance of 37.2 
miles, in 45 minutes. 

Whittaker Motor Sales Co., completes 
circuit run starting from Decatur through 
Clinton, Monticello, Tuscola, Charleston, 
Mattoon, Sullivan, Shelbyville, Paoa and 
Taylorville, 257.5 miles, in 6 hours, 43 minutes. 
An average speed of 40.05 miles per hour. 
Gasoline average 17.1 miles to the gallon. 

The Essex is first to pull 35th Street Hill, 
Washington, D. C, in high gear. Also pulls 
Tilden Street Hill in high, from standing 
start. Same car tows a 6-ton truck, loaded, 
16 blocks uphill. 

Cornelius Auto Company of Curtis, Wis., 
makes Curtis to Butternut Lake, through 
three towns, a distance of 110 miles, in 2 hours 
and 5 minutes. 

Hall Motor Co., of New Philadelphia, Ohio, 
goes to 50 miles per hour in 19 seconds from 
standing start on acceleration test; also makes 
28.9 miles on measured gallon of gasoline. 

"The Essex was a revelation to us all," is 
the word received from the Toledo Hudson- 
Essex Company at the completion of their 
168 hour non-stop run on July 5th. 

The hood of the car was sealed by Mayor 
Schreiber of Toledo, Monday, June 28th, 
who sent it away on its long "grind." 

The motor was stopped by Vice-Mayor 
Kilbury with the speedometer registering 
3,722 H miles, the average mileage per hour 
being 22.15 miles per hour. The gasoline 
consumption was 16.9 miles to a gallon 
while 408 miles was made to a gallon of oil. 

In its trip the car covered the northwestern 
portion of Ohio, calls being made on the 
various dealers, over rough country roads, 
through city traffic, in fact every condition 
was encountered. 

The car was driven by different drivers 
recruited from the sales and service force of 
the Toledo Company. 

Digitized by 



Essex Goes In and Wins After a Bad Spill 

A "spill" in which two wheels were smashed and a steering column sent to the junk heap 
failed to stop the Essex from showing its heels to the field in races near Emporia, Kansas, on 
July 5th. 

The driver of an Essex entered by the Dale Hollister Motor Company, made the fatal 
mistake of looking back as he was passing the leading car on a bad turn in the first race on 
a program of three events and the car turned over. The driver was unhurt. 

Quick work got the car back on the track in 45 minutes, in time to win the feature event 
of the day — the ten mile free for all — in 12 min., 2 sec. 

Waters Motor Company 
Macon, Ga«, Kept Car 
Going 2 Weeks, 28 Min. 

If anybody, anywhere, ever made 
a longer non-stop motor run than 
the Waters Motor Company, 
Macon, Ga., we certainly never 
heard of it. It looks very much as 
if the car that ran Essex Week, then 
another week, then 28 minutes 
more — or a total of 336 hours and 
28 minutes — in and about Macon 
had established a world's record. 

At the end of six days Waters 
wired that the engine was runnng 
beautifully — so beautifully, ap- 
parently, that he hated to stop it. 
At the end of 12 days, it was still 
running just as beautifully, but 
Waters was very tired. He said so 
in his wire to the factory. 

As we go to press we do not have 
the complete details, but we cer- 
tainly wish that this remarkable 
run could have been observed by 
A. A. A. officials. The Waters com- 
pany has the enthusiastic con- 
gratulations of the Factory and, we 
feel sure, of the whole Essex Dis- 
tributor-dealer organization. 

Wells Takes Home Two Cups 

PSSEX Week has stretched out into a 
-*-' fortnight in Alberta, Canada. A wire 
dated July 11, arrives just as The Triangle is 
dashing off to press, saying that cars driven 
by Haughdahl and Tompkins won seven 
events in the fourth annual automobile race 
meet at Edmonton on July 10. Haughdahl won 
the Midnight Sun Sweepstakes — the only race 
ever held by the light of the midnight sun. 
Visitors from as far as Nome, Alaska, watched 
the event. Tomkins won the Dominion 
Sweepstakes, 15 laps of a half-mile track, in 8 
minutes, 46 seconds. 

Knoxville, Tenn., has a real hill in Main 
Street, from Central Avenue to Gay. The 
Essex pulled it in high gear — and was first 
to conquer. 

Dad Tuebner drives from Winston-Salem, 
N. C, to Mountairy, 45.4 miles, over steep, 
mountain, sand-clay road in 1 hour, 33 
minutes. Pfaff, one of Dad's boys, beat this, 
doing the run in one hour, 31 minutes. Mar- 
tin, driving oldest Essex in North Carolina, 
makes it in 1 hour, 25 minutes, beating both 
of them. 

Baldinger in roadster with one passenger 
and full camp outfit makes Holdridge to 
Hastings, Nebr., a distance of 63 miles, in 1 
hour, 28 minutes. 

The Essex goes over the top of Corkscrew 
Hill at Janesville, Ohio, at 35 miles per hour 
in high gear. This is the highest point in the 
state of Ohio. 

Acting Governor Starts Egg -Carrying Car 

Robert F. Wells of Stony Brook, New York, 
added a couple of more silver cups to his 
already large collection as the result of the 
driving of Gumbus in the Riverhead Long 
Island races July 5th. 

Wells turned the car over to Gumbus at the 
track and said "There she is, now go in and 
win." He did, capturing the five and twenty- 
five mile events without a single mechanical 

Gumbus's time for the five mile event was 
six minutes, thirty -six seconds, while the Essex 
shows its heels to the field in the feature event 
by making the twenty-five miles in thirty- 
five minutes, thirty -one and a half seconds. 

Essex does 6 miles in 6 minutes, 30 seconds, 
an average of 55.56 miles per hour, over 
choppy roads from Horicon, Wise, to Juneau 
to catch a train. 

W. H. Martin of Horicon with 4 passengers 
in 100 mile run, part of which was on railroad 
track, makes time of 3 hours, 20 minutes, on 
5 gallons of gas. 

Roy Work, in acceleration test at East 
Liverpool, goes to 66 miles from standing 
start in 4/10 minute. 

Acting Governor Stephan, of Colorado, sealing the case of eggs carried on the rear seat of 
the oldest Essex in Colorado throughout its six-days-and-six-nights endurance run over 
country roads. 

Digitized by 



Goes for a Swim in the Creek that Staged 
the Johnstown Flood 

Stonycreek, which was mainly responsible for the classic Johnstown Flood, placidly sub- 
mitted while an Essex played motor boat and romped up and down its course. The Johnstown 
Daily Tribune tells about the antics of the Essex, in the following, clipped from the issue of 
July 2: 

FIVE men who took trips down the middle 
of Stonycreek River in an automobile 
yesterday afternoon assert that there is no 
mystery about the name of the stream since 
the automobile went bouncing over the 
stony bed, splashing water in heavy sheets 
from the rear and fanning a fine mist ahead. 
D. H. Rogers, of the Pollock-Swartz Motor 
Company, Iron and Station streets, was 
demonstrating an Essex touring car. 

Early in the afternoon C. F. Pollock, rode 
with Mr. Rogers and they made a very suc- 
cessful trip down the middle of the Stony - 
creek River, taking the water at the old 
Beulah Ford above the Franklin street bridge 
and going beyond the bend below, making a 
return trip through the water. Someone had 
remarked that an Essex would go anywhere 
man could go if the way was wide enough and 
they were testing the strength of the assertion. 

Encouraged by the successful trip of Mr. 
Pollock, E. C. Dittenhafer, of Pittsburg, and 
C F. Ogden, of 247 Tioga street, both repre- 
sentatives of the Goodyear Tire Company, 
and Earl Conaway, a Tribune reporter, were 
persuaded to take an automobile ride in the 
river. Ten minutes later they were marooned 
on a rock with water high above the wheels 
of the car. Hundreds of pedestrians stopped 
on Franklin street bridge and gazed down at 
the car almost submerged in the murky 
waters below. 

The car dashed down the slope at the old 
ferry and plunged into the waters of the 
Stonycreek in a most determined manner. It 
dashed uncertainly along over the boulders 
of the bottom, passing under the bridge and 
heading for a point far down stream. As Mr. 
Rogers swung the car away from a huge 
boulder he suddenly drove it into a hole at the 
edge of which the car straddled another huge 
boulder. And here the car stopped. For some 
time the reputation of the Essex was hanging 
on a slender thread. Though the engine kept 
running, the rear wheels would not respond 
with traction. 

By lifting a removable section of the floor 
in the rear of the car, the cause of the trouble 
could be seen. The driving rods were resting 

on the boulder and the rear wheels were off the 
river bed. The car had been jammed over the 
rock and the differential casing, catching on 
the rock, had made it impossible to proceed 
farther. Three nuts had been ground off the 
casing and a third was about to join the three 
on the bottom of the river. There was water 
several inches deep in the car, the exhaust was 
submerged, the gas tank was under water, the 
tool box filled — everywhere there was water 
except on the seats. 

Gradually the boulder was pried from be- 
neath the rods and the trouble was at an end. 
The car plunged forward, reached the stony 
slope at the edge, mounted it, turned, drove 
back into the water and retraced its tracks up 
the river on its own power. Beneath the 
bridge it was stopped in midstream and the 
water was drained from the carburetor, Mr. 
Rogers climbing on the mud guard to reach 
it. The remainder of the trip to shore was 
made easily. The car took the steep hill at 
the old fording and was driven back to the 
Pollock-Swartz garage. 

A 12-Year-Old Miss Wins 

Essex in Big Philadelphia 

Guessing Bout 

A YOUTHFUL Philadel- 
■^phian, Miss Edna Duttke, 
is such an extra good guesser, 
that she is now the proud pos- 
sessor of an Essex car. Edna, 
who is twelve years old, guessed 
that the two cars entered by 
the Gomery-Schwartz Motor 
Car Company of Philadelphia 
in their 168-hour non-stop run 
would cover a grand total of 
3,301.7 miles. 

That is the distance the two 
cars traveled, at any rate, and 
Miss Edna's guess was the near- 
est out of more than 30,000 
estimates sent in and she got 
the prize. 

Both cars finished the run in 
perfect condition without any 
sort of mechanical adjustment 
having been made. The two 
cars were driven in and about 
Philadelphia doing all manner 
of stunts that would attract the 
attention of the populace. 

The estimating contest 
aroused great excitement and 
interest in the car and provided 
the Gomery-Schwartz Company 
with a nice list of good live 

Many of the contestants be- 
came so enthusiastic over the 
idea of owning an Essex that 
they determined to buy, if they 
could not win the car by guessing 
— and of course the Gomery- 
Schwartz folk are always eager 
to oblige. 

Four Round Trips Boston 
To Ft. Kent in Six Days 

Four complete round trips from Boston to 
Fort Kent, Me., on the Canadian border, and 
two complete non-stop runs of 2041 miles and 
201 1 miles were made by an Essex in the Hen- 
ley- Kimball Company's six day run. Follow- 
ing the second non-stop trip the car made 1 29 
miles back toward Ft. Kent, totaling 4081 
miles in the six days. 

The car on its third and fourth trips aver- 
aged 34.2 and 37.2 miles per hour. The 
drivers battled for 30 hours through mud and 
heavy rain. F. A. Ordway of the Henley- 
Kimball Company claims all records broken 
between Boston and Portland, Bangor, Houl- 
ton, and Ft. Kent. 

A second car made an economy run of 3686 
miles in the 6 days and averaged 19 miles per 
gallon of gas, and a third climbed every diffi- 
cult hill in the Boston territory. 

Digitized by 



Bemb-Robinson Gives Essex Away In Guessing Contest and 
Keeps Detroit Excited for Two Weeks 

busted came in, there were traffic jams and £y 2 hours 43 minutes. 

outbursts of noise that narrowly escaped be- sealed speedometer was removed from the 

ing riotous. car and placed in a bank vault. On the Eighty miles of the run was made in 

Hardly any person slept on Saturday night following Thursday it was officially opened Missouri mud and the "Little Wonder" 

when the car with the glass hood pulled up in and read by Mr. Edenburn, A. A. A., repre- played the role of the good Samaritan by 

front of the store. The camera man shooed sentative, Capt. Gilbreath of the Detroit pulling out eight cars that were stuck. The 

'em back, with the aid of several members Automobile Club and officials of the First Essex had done it. 

of Walter's husky and agile sales force, and and Old Detroit National Bank. To celebrate the 4th a return trip was 

got the big picture shown above. mad the Essex c^rying driver and four 

After that, for several days, a crew of passengers, made the run in 9 hours, 19 

young women opened mail, steadily. The minutes, breaking the former Essex record 

lower picture shows how the guesses piled in. b 53 minutes an d establishing new two-way 

Elias Kupannen, a laborer, employed by ^^ t^een these two cities of 19 hours, 

a body manufacturing concern, was winner 31 minute8 for 618 miles, the official distance 

Elias guessed within one-tenth of a mile of for the um The ^ was officially checked 

the distance covered in the six-day run. t each end b automobile dub authorities. 
More than 50,000 guesses were turned in. 

The actual mileage was 2,028.2. Elias' guess The Essex had done it again, another proof 

was 2,028.3. that it does "stand up" under the stiffest 

At the end of the run the masked and grind and breaks records while doing it. 

Digitized by 







;miiiiiiimiiiiiiimii iiiiiiiiiliiiin 

While the Iron is Hot 

T^HERE is unquestionably an inclination to sit back with 

■*■ a satisfied sigh and contemplate the achievements of Essex 

Week with the feeling that a great work has been finished. 

On the contrary, however, the real work of Essex Week 
is just begun. The Week merely opened the way. It did 
that magnificently, but the real, telling results of Essex 
Week will still be coming in months from now. 

The interest so high now will develop into sales of Essex 
cars later. The effects must be looked upon as accumula- 
tive. And, therefore, the interest must be sustained. 

You of the Essex family have been given the most 
powerful selling argument for the Essex that any motor car 
dealer or salesman ever had. 

During this period thousands upon thousands of names 
have been added to the lists of prospective Essex purchas- 
ers. These names should be sorted carefully and tabulated. 
Find out who your prospects are. Select the livest of them 
and close sales with them while their interest is at its high- 
est. Go right in with enthusiasm to complete the sales that 
Essex Week brought to your doors. 

But do not forget that every name you have indicates a 
deep interest in the Essex. Every individual whose name 
you have will remember Essex Week for a long time to 
come. He may not be ready now, but keep his interest up. 

By no means should we permit the satisfaction that 
comes with Essex Week to lull us into inactivity. It is a 
matter of striking while the iron is hot — and it's hot now. 

Digitized by 



Can't Stop 'Em ! Broken Records Keep Pouring In 

By making these pages supplementary to the Essex Week number of The 
Triangle, you will have mention, at least, of every event in every locality, of 
which we have received notification — through letters, telegrams and press 

The publicity obtained was nothing short of remarkable. We kept one 
clipping of each event and tossed the duplicates into the capacious office 
waste-basket. These cast-outs were so numerous that they overflowed and 
made some extra work for Mr. Bob Janitor, whose business it is to keep our 
office clean and tidy. 

Nearly every newspaper that made mention of Essex Week took it from a 
national standpoint and made use of the messages telling of records made in 
other cities. 

T-TERE'S one from Jacksonville, Florida: 
A A Although a little late in coming, it's well 
worth waiting for. 

Ted Sides of the Bacon-Ryerson Company, 
decided he wanted the record between Jack- 
sonville and Miami, which has stood for 3 
years, smashed. He therefore called Ken 
Goodson of his organization aside and said, 
"Go out and do it." Ken and the Essex did it. 

The time for the 384 miles was 8 hrs., 31 
min., which is 40 minutes faster than the old 

The Huffman & Stech Co. of Washington, 
Pa., shot the car they had used in a 168 hour 
run over South Main Street Hill (the steep- 
est hill in that vicinity) in high gear as a 
grand finale. In the non-stop run the car, 
which had traveled over 10,000 miles made 
a total mileage of 3,093 miles with a gasoline 
average of 18.6 miles to the gallon. 

The Oxford Garage of Lynn, Mass., with 
first Essex delivered in Lynn, and whose 
speedometer registered 24,000 miles, has 
mileage of 783.5 miles in 48 hour non-stop run 
through the most congested parts of Lynn. 
The gasoline consumption averaged over 15 
miles to the gallon. 

The first Essex delivered in Arkansas was 
turned loose in the streets of Little Rock, dur- 
ing Essex Week and as many people as pos- 
sible, were given a ride. It traveled 454 miles 
during the Week on 24 J^ gal. gas and \ x /z 
qts. of oil. 

With Beauchamp at the wheel, an Essex 
makes Lincoln to Hastings, Nebr., 105.8 miles, 
in 2 hrs., 4 min., 15 sec., an average speed of 
51.18 m. p. h. 

Alonzo Caldwell of the Looker Auto Co., of 
Macon City, la., makes 33 miles in 43 min., 
over rough country roads and through 3 
towns. Averages 19.4 miles to gallon of gas. 

Over Belknap, the steepest hill in San 
Antonio, in 17 2/5 sec., and over the top at 
46 m. p. h., is another feat of the Little Green 
Car. It also made Eagle to Uvalde, Texas, 
72 mi., in 1 hr., 55 min. 

J. D. Moore, Belle Plaine, Iowa, with Essex 
demonstrator which had seen six months ser- 
vice, carrying 4 passengers, makes 400 miles 
over country roads in 9 hrs. 6 min., 4 sec., and 
averages 17 m. p. g. gas. 

Rex Melton, with 4 passengers, burned up 
the road between Ontario and Pomona, Calif., 
at a speed of over 70 m. p. h. He made the 
4.2 miles in 3 min., 35 sec. 

At the conclusion of a 1014-mile non-stop 
run, without any adjustment, an Essex made 
a trip from Columbia, S. C, to Henderson- 
ville, 168 miles, in five hours. The last 42 
miles of the trip was made over an up-and- 
down road through the Blue Ridge mountains. 

Happy Smith's Seven- 
Day Run Covers 4622 

Happy Smith, out at West 
Liberty, Iowa, made one of the 
best records turned in during 
Essex Week, and we are very 
unhappy that in trying to swim 
out of the sea of telegrams that 
came in, Happy's telegram got 

This is what he did: Covered 
4622 miles in a seven-day run, 
making 904 miles in the last 
twenty-four hours of the run, 
and made the last 186 miles in 
three hours and a half, or at a 
rate of 53.1 miles per hour. 

Part of this run was made 
through the rain, over muddy 
Iowa roads, and Smith is quite 
certain that it was the most 
gruelling test ever given any 
car. We heartily agree with him, 
and we offer him the sincere 
congratulations of the whole Es- 
sex organization. 

THE Pollock-Swartz Motor Co., of Johns- 
town, Pa., local agents for the Essex, have 
given D. H. Rodgers, Essex owner, a vote of 
thanks for his co-operation during Essex 
Week. Mr. Rodgers drove his Essex up Mill- 
creek Road to Westmont in high gear. The 
road, in addition to being very steep from 
bottom to top, has numerous sharp curves 
and the achievement was readily appreciated 
by motorists in that vicinity. Mr. Rodgers 
declares the Essex will do anything but talk. 

"TDILLIE" ARBEITER and an Essex are 
-■--' responsible for this one. Citizens of 
Murphysboro, 111., say the feat would put a 
mountain goat to shame. He drove an Essex 
up the north side of Bald Knob in Union 
County's cluster of Ozark peaks during the 
Big Week. 

This road has been abandoned for over two 
years. Rains have washed the dirt away and 
the climb was over bare rocks and boulders. 
So steep was the hill, that "Billie" at times 
could not see the road ahead. Folks living at 
the foot of the knob say the Essex is the first 
car to climb it since it was abandoned, though 
several have tried. 

Chicago's motordom is still talking about 
the performance of an Essex, sealed in high 
gear, that trailed George Stokes in his attempt 
to break the walking record between Chicago 
and Milwaukee, 50 miles. Although Stokes 
failed, the car continued its journey. Plow- 
ing through the sand on the detour north of 
Kenosha was easily the chief feature of the 

The Brawley Motor Co., Ardmore, Okla., 
staged a road run, from Ardmore to Dillard, 
18 miles in 22 minutes. The Essex making 
the run previously had been driven 8,600 miles. 

Essex climbs North Fork Hill at Macon, 
Georgia, 20 times in succession. 

A. H. Moore of Oil Garage, Youngstown, 
Ohio, performed the following stunts during 
Essex Week: Climbs Powersdale Ave. Hill, 
on high. Makes 61 m. p. h., with top and 
windshield up and 4 passengers, made 67 m. 
p. h. with top down. From standing start to 
50 m. p. h., in 27 sec, and then made 27.7 
m. p. g. gas. 

In a non-stop run at Worcester, Mass., an 
Essex Sedan which had previously gone over 
7,000 miles, does 4227 in 168 hrs., part of 
mileage being made in a run from Worcester 
to Montreal and return, a distance of 626 
miles. It took 21 hrs., for this part of the 
trip. Gasoline average was 16.2 m. p. g. 

Ogden to Logan, a distance of 50.7 mi., in 
86 min., is the new record between these two 
points as the result of a run put on by the 
Ogden Motor Co. After showing this speed 
over a road through tortuous canyons, the 
same firm made a "slow run" with a Sedan 
doing 12.1 miles in 3 hrs. 

To demonstrate the climbing ability of the 
Essex, the Henley-Kimball Company of Bos- 
ton, forsook the beaten path and drove the 
Essex over the rocks and through brush, from 
Winchester Street to the summit of Corey Hill. 

One hundred twenty-five and a half gallons 
of gasoline and 5 qts., of oil was consumed on 
the 120 hr., non-stop run at Salt Lake City. 
The mileage of the run was 1662 miles. 

Blair Langford drove the "Wonder Car" 
between Twin Falls, Idaho, and Buhl, in wliat 
is believed to be record time. He made the 
34 miles in 46 min. 

Floyd Burnett, with 11,000-mile car, makes 
Norfolk, Nebr., to Omaha, a distance of 131.6 
miles, in 2 hours, 56 minutes. 

Stock Essex covers 17 miles between Du- 
buque and Dyersville, la., in 30 min., flat, 
through a driving rain. 

Kenosha Motor Sales Co., of Kenosha, 
Wise, makes acceleration test from standing 
start to 50 m. p. h., in 30 sec. 

The Nute Motor Co., of Seattle, Wash., 
sent the Essex over the East Boston Street 
Hill in high gear. 

Looker Auto Company of Mason City, la., 
averages 22.8 m. p. g. gas., under supervision 
of Oil Company officials. 

One of Great Falls, Montana, achievements 
during Essex Week, was making Test Hill, in 
that locality, five times in high at a 30 miles an 
hour gait. The last half of way, is a 40 degree 
angle. Jimmie Luethge was the pilot. 

Digitized by 



Speed Bursts Keep Louisville Watching 

One of the prettiest exhibitions of acceleration and speed of the Big Week, was that staged 
by the Triangle Motors Company, Louisville, Ky. J. W. Burton, accompanied by J. M. Culp, 
drove a touring car 15 miles along the Shelbyville Pike, from Eastwood, in 13 min., 40 sec. 
Another stock Essex, top down, windshield up, made one measured mile in 47 3/5 seconds. 
J. W. Button, driver. J. B. Kennedy, with Earl Hays as passenger and timer, drove a measured 
half-mile in 22 1/5 seconds. These, with exhibitions of acceleration from standing start to 30 
m. p. h., in 6 sec., 40 m. p. h., in 9 1/5 sec, to 50 m. p. h., in 12 2/5 sec., and to 60 m. p. h., 
21 2/5 seconds, kspt Louisville pretty busy Watching the Essex. 

Wins Race Resulting From 
Essex Week Challenge 

IN a challenge race from Oklahoma City to 
Enid, Okla., a distance of 100 miles, an 
Essex touring car won from a car of well- 
known make, by covering the stretch in two 
hours, 3)^ minutes. 

The car was driven by Bud Gentry, Enid 
dealer, and carried two other passengers. It 
made the 28 miles to El Reno in 33 minutes, 
Kingfisher, 35 miles from the starting point, 
in 64 minutes and Hennessey, 75 miles, in one 
hour and 40 minutes. 

The race was the result of a challenge of- 
fered after the records made during Essex 
Week had been posted. The rival car had no 
chance, being four minutes behind when the 
Essex reached El Reno. 

Prize Watch Is Stolen 

C. H. Vincent, one of the four drivers in the 
Super-Six Transcontinental Record, who is 
now with the Smith-Vincent Company, Fifth 
Avenue and Adams St., Phoenix, Ariz., re- 
ports that his souvenir watch given him in 
commemoration of this event has been stolen. 
This watch bears markings that would make 
it easily recognizable. Mr. Vincent will con- 
sider it a great favor if readers of The Tri- 
angle will keep a lookout and help him to 
recover the watch. 

James Andrews, Service Manager of the 
J. W. Goldsmith, Jr., -Grant Co., Atlanta, 
drives an Essex to top of Stone Mountain, 
the largest solid rock in the world. 

How the Essex Climbed the 
Great Divide 

A splendid description of the Essex climbing 
to the crest of the Continental Divide in high 
gear, one of the most spectacular and import- 
ant events of Essex Week, is given in the 
Butte, Mont., Miner of July 4. It is decidedly 
worth reproducing: 

Traveling at a speed equal to that of a little 
arrow shot from a strong bow, an Essex car 
from the stock of the T. C. Power Motor Car 
company, of Helena, shot up the long road 
leading to the continental divide last Sunday 
morning, and almost without slacking its 
speed, in seven minutes after it hit the heavy 
grade, it stood at the top of the world — a 
plunge up a mountain some five miles long, 
reaching an altitude of 5984 feet in high gear. 

No other car has ever climbed Priest's pass 
from the east side in high gear. 

Harry Buchet, machinist and expert driver 
of the T. C. Power Motor Car company, drove 
the car, with R. L. Diggs, manager of the com- 
pany, as a passenger. 

Last Sunday morning the car was taken out 
when no one was in the road and the air was 
cool. Buchet started to speed up a little as he 
left the Colorado gulch siding. She was warm- 
ing up as they passed the Helena Country club 
and then rolled around the curve and took to 
the long mountain road which winds around 
among the trees, making sharp curves and 
steep grades. 

When the site of the old Priest home was 
reached, the car was going upward of 55 miles 
per hour and shot on upward. Tom Travis 
was posted at the second watering place and 
the car passed him at 45 miles per hour. Other 
watchers along the route said the car was 
never under 40 miles and reached the top at a 
«peed of almost 50 miles per hour. 

Priest'.s pass is recognized as a test for any 
car. Most stock cars of other makes have 
difficulty while some cars have never been 
able to make the grade in better than low gear. 
The average car stops for water and takes its 
time. The Essex made it without thought of 
stopping or changing gears. 

Chaddick Wins Cup and Breaks the San 
Antonio-Corpus Christi Record 

On the heels of the Essex Week achievements, the Chaddick Automobile Company, Corpus 
Christi, Texas, broke the record, which has stood since 1911, between Corpus Christi and 
San Antonio. This also gave the Essex possession of the silver cup offered jointly by the San 
Antonio Express and the Corpus Christi Caller. 

The distance between the two cities is 160 miles. The car, an Essex stock roadster, driven 
by Walter White, piloted by Fred Schoenberger, left San Antonio July 14, at five o'clock, and 
arrived in Corpus Christi at 9:23:15 o'clock. The car was officially timed by George E. Smith, 
Jr., and Charles Roster. 

On the following day, the car made the return trip, also in fast time, making the round trip, 
320 miles, in 9 hours, 18 minutes, 15 seconds. 

The car averaged 36.48 miles per hour, but attained a speed of 69 miles per hour several 
times during the trip. It used 9 gallons of gasoline, one way, averaging 17.7 miles per gallon, 
and used one pint of oil. No stop was made and the performance was considered particularly 
good in view of the roughness of the roads. 

Digitized by 



The Hudson Super-Six Cabriolet 

HE Hudson 
Super -Six Cab- 
riolet, newest 
and certainly a 
most attractive 
addition to the 
line, is shown 
here in picture for the first time. 

This new enclosed two-seater 
makes its particular appeal, of 
course, because of its remarkable 
body beauty, smart fittings, 
finish and interior comfort. 

Its lines are beautiful in their 
simplicity and are relieved of all 
severity by the graceful curves 
of the roof, the bell of the body 
and the moulded fenders. 

The body is finished in a deep, 
rich green, which is effectively 
set off by the black long-grain 
leather top, black fenders and 
black striping on the louvres. 

The top itself is stationary, 
the external bows adding to its 
rigidity and lending distinction 
to its appearance. 

The interior is upholstered in 
dark green fabric to harmonize 
with the color of the body. The 
straight seat cushion is unusually 

deep and comfortable and pro- 
vides a surplus of room for two 

It should be noted that this new car 
is in no sense a landau and should 
always be called the Cabriolet. 

persons. The doors swing wide 
open, being carried on four heavy 
hinges. The rear of the door 
windows is practically even 
with the eyes of the driver, as- 
suring clear and unobstructed 
vision to each side of the car. 

The spare tires are carried 
under the rear deck, provision 
being made for two casings in 
this compartment. 

In completeness of detail, this 
model is unsurpassed. A visor 
protects the eyes of the driver, 
an exterior mirror gives a view 
of traffic in the rear and the 
windows are raised and lowered 
by revolving lifts. 

There are two jeweled dome 
lights in the rear of the top and 
a clock in front above the 

In every particular, this is a 
model which will add lustre to 
the fame Hudson has gained as 
the builder of the world's most 
popular fine cars. 

Digitized by 






A Message on Prices 

By O. H. McCornack 

General Sales Manager 

*TpHE motor car merchant, the salesman or 
the prospective purchaser who is waiting 
or hoping for lower prices is very likely to wait 
in vain. There is no good reason to believe 
that it will be possible for manufacturers to 
lower prices. The reverse is more probable. 
There are many, many reasons why prices will 
either remain at present levels or be advanced. 

These conclusions are reached after sound, 
careful study of raw material markets, manu- 
facturing costs and production figures — together 
with all of the multitude of factors that affect 

This message on prices is given at this time 
because we know that the prospect for a motor 
car may now make a choice. The condition 
that existed a few months ago is no more. The 
buyer does not have to wait now, and take "what 
he can get." 

In such a market, he naturally buys more 
carefully — weighs the merits of one car against 
those of another. And, of course, he considers 
price. It is unquestionably true that in many 
instances he quite confidently expects lower 

The gist of this message to distributors, deal- 
ers and salesmen is this: When you find a pros- 
pect who holds stubbornly to the belief that 
motor car prices will decline within the next few 
months, you must convince him that he is 
wrong— that price reductions cannot reasonably 
be expected. The prices of the various models 
of Hudson and Essex cars are thoroughly in 
keeping with prevalent price levels. 



Real selling develops only when there is com- 
petition — in what isknownasa "buyer's market." 

The conditions now existing will prevail for 
a long time — as long as production is uninter- 
rupted. And as the supply more nearly ap- 
proaches the demand, the true salesman and 
merchant will triumph. 

You have every argument back of you. The 
manufacturers of Hudson and Essex are in an 
enviably sound condition. Essex and Hudson 
cars are among the most talked of and popular 
of motor cars on the market. The advertising 
matter continuously running in national publica- 
tions and in newspapers keeps the interest high. 
The performance of either or both of these cars 
makes for pride of ownership. Both lines repre- 
sent splendid quality. 

There are, it is quite true, many persons 
who think prices will be lower. They may be 
preparing to wait. This thought is not based on 
facts or reasons apparent at this time. Your 
job is to combat it and to overcome it. It can 
be done because it is being done. 

As regards the Essex, we repeat what we said 
last week in The Triangle. During Essex Week 
and for several days following, thousands of 
names were added to the prospect lists of distrib- 
utors and dealers throughout the country. Essex 
Week brought sales to your doors. It may take 
salesmanship to get the orders and see them 
through to delivery, but that is just your work. 

The distributor-dealer organizations can de- 
cide whether this is to be a prosperous, produc- 
tive period for themselves and for the factory. 
But they can not do it by waiting for lower prices. 



Digitized by V^jOOQ iC 


The Essex Stands High in the Regard 
of Spokane Citizens 

SPOKANE citizens were well aware of Essex Week. The John Doran Co., 
in addition to setting a new Spokane to Seattle road record and performing 
numerous other stunts, pulled this one. An Essex on the roof of the salesroom 
with the muffler removed, jacked up and run under its own power, made such 
a racket that folks passing by just had to stop and watch the home of the 
Essex in Spokane as well as the Essex itself. Powerful spot-lights were used 
at night. 

Eastern "Ad" Men Use Essex 
on Tour of Middle West 

A delegation of eastern advertising men 
were taken on a tour through Kansas re- 
cently in an Essex furnished by the Hudson- 
Essex Motor Co., of Topeka. The delegation 
were the guests of the Capper publications, 
the largest publishers in the middle west. 

The tour covered 550 miles of country road 
driving and the Essex Phaeton used, a brand 
new one just taken off the salesroom floor for 
this trip, completed the journey without a 
single adjustment, averaging 35 miles per 
hour on the roads. 

The advertising men were unstinted in their 
praise of the Essex, its easy riding qualities, 
dependability and power meeting with their 
unanimous approval. 

Second Owner of Essex Just 
as Pleased as First 

L. L. Sessions, widely known throughout 
Okmulgee, Okla., purchased an Essex tour- 
ing car from the Clay C. Smith Motor Com- 
pany on March 18 of last year. Mr. Sessions 
drove this car all last year and made a trip 
through the northwest, going as far north as 
Montana, a total of 6,900 miles, with an 
insignificant upkeep expense. 

Mr. Sessions recently turned this car over 
to C. R. Bird of Eleventh and Alabama, who 
was contemplating a trip to California. Mr. 
IBird made the trip and Mr. Sessions is in 
receipt of a postal card from him at Santa 
Monica, Calif., which says: "Self, family and 
Essex Super-four got here O. K. Not a bit 
of car trouble and only one puncture, total 
mileage of 1,970 miles.' ' 

Mr. Sessions found his first Essex car so 
satisfactory that he has just taken delivery 
of another Essex. 

Sanford, Florida, 

Opens New Home 

With Week's Program 

THE boys at Jacksonville got 
such a start Essex Week 
that they just can't leave off. 
The Bacon-Ryerson Company 
wires that Sanford is putting on 
a regular Essex week program. 
The "Green Ghost," as their 
Essex demonstrator has been 
named, is on a six-day non-stop 
run, and Sanford's brand new 
showroom is the most popular 
place in town. 

Ken Goodson made a new 
circuit road-run record, through 
Deland, Altoona, Eustis, Mt. 
Dora, Tavares, Leesburg, Mas- 
cotte, Wintergarden, Orlando, 
Kissimmee, back to Orlando and 
finishing at Sanford, making the 
loop of 216 miles in four hours, 
23 minutes, averaging better 
than 51 miles per hour. 

The last lap of the trip, 
Kissimmee to Sanford, 41 miles, 
Goodson clipped off in 43 min- 


/ E must either wear out or rust 
out — every one of us. My 
choice is to wear out." 

— Theodore Roosevelt. 

What Confidence Will Do 

"We have just sold an Essex Roadster to 
Ernest V. Holt, manager of the Goodrich 
Rubber company here," writes the E. V. 
Stratton Motors Co., Inc., of Albany. "He 
purchased from us at absolutely full list price 
although he had been offered special proposi- 
tions on practically every make of car sold 
in Albany. Mr. Holt stated that he was pur- 
chasing the Essex for personal and business 
use on his confidence in the builders and our 
own service." 

Hudson is Still "New" After 
80,000 Miles in 5 Years 

The first Hudson Super-Six sold in St. 
Joseph, Mo., is owned by Dr. H. Delamater, 
city health official. He bought it nearly five 
years ago and it has since traveled more than 
80,000 miles. 

"This car, which I call 'Caroline'," Dr. 
Delamater said recently, "is running as 
smoothly as a new one, and apparently has 
even greater power and more 'pep.' I have 
frequently thought that before long 'Caro- 
line' would begin to show her age, but there 
seems to be no indication of it so far. 

"This car is certainly a conclusive tribute 
to Hudson endurance." 

It Might— 

"But should some power the giftie gie us 
To see ourselves as others see us, 
Methinks 'twould so reduce our chests 
That some of us could wear our vests 
Twice wrapped about and still so slack 
That they would button up the back." 

Harrington Starts a School 
For Women Drivers 

Miss B. A. Parsons, who was a member of 
the English Womens Royal Air Force during 
the war, and trained for service at the front 
with the automobile section of that organiza- 
tion by English army officers, will be instruc- 
tor in an automobile school for women to be 
conducted by J. S. Harrington, Inc. of 
Springfield, Mass. The school will be at Mr. 
Harrington's Service Station on Central 
Street and the instruction will be free for all 
women who desire to take up this course. 

Miss Parsons, who arrived in this country 
from Oxford, England, about the first of May, 
was given the rank of Sergeant in the English 
Army and was in charge of a school of more 
than 365 women training for war work. She 
came to this country with the idea of con- 
tinuing along the same line of work. The 
course of instruction includes a thorough 
knowledge of engine repair work and driving 
and aims to give women a complete knowl- 
edge of automobiles. 

Essex is Best of Seven Cars, 
This Owner Declares 

"I have owned and driven seven different 
cars in the past few years and I can truthfully 
say that never in all of my automobile exper- 
ience have I owned a car that has given me 
such entire satisfaction as the Essex," writes 
J. B. St. Louis, of Stanwood, Wash. "In my 
estimation it is the sturdiest car built that I 
know of and for performance in speed or hill- 
climbing, there is none better at anything 
near its price." 

Digitized by 



Veteran Hudson Racing Car in Movie Drama 

BENNETT HILL, the noted racing driver, and his team mate, Eddie Hefferman, 
showing Bryant Washburn, the film star, the inner workings of the famous 
Hudson Super-Six "15," the veteran of many grueling track battles. The picture 
was taken during the filming of "A Full House," Paramount-Artcraft comedy-drama. 

Half -Sold Cars Cause Heavy Loss to 

Salesmen Through Cancellations 

14 >"pHE art of thorough selling is 
•^ worth hundreds of dollars to any 
salesman in insurance against can- 
cellations/ ' declared a distributor 

"Many a salesman is getting by 
now because there is no way to check 
up his work. But the time will come 
when the truth will out. The salesman 
who has the practice of selling his 
buyers so that they stay sold is going 
to reap the benefit. 

"The other fellow, who has the 
knack of doing only enough work to 
get the signature at the bottom of 
the order and then considering that 
his work is over, is going to have the 
ghost of cancellation on his trail. 
Half-selling a man does not pay in 
any circumstances. 

Lack of Sales Ability 

"My experience has proved that 
the percentage of cancellations are 
in direct proportion to the sales ability 
of the salesman. In other words, can- 
cellations are seventy percent sales- 
manship and thirty per cent condi- 

"Hudson and Essex owners come 
into my store every day who are only 
half sold. They are enthusiastic about 

their cars, but they have no realiza- 
tion of the special and exclusive 
advantages to be found only in the 
Hudson and Essex. 

"The salesman who handled them 
closed his sale, probably, on some 
minor detail. Perhaps it was on 
beauty, or comfort or economy, and 
these people are running their cars 
today without any idea of the big, 
underlying facts upon which Hudson 
and Essex leadership has been estab- 

Half-Selling Costly Habit 

"To these half-sold owners, and 
there are lots of them, their Hudson 
or Essex is just a 'six* or a 'four/ 
because the salesman quit before his 
work was half done. They think of 
it just as they think of other cars, 
because they do not realize its exclu- 
sive advantages, which they can ob- 
tain only in a Hudson or an Essex. 

"If every salesman would only 
make it a practice to sell every pros- 
pect throughly the spectre of cancel- 
lations because of delay in deliveries 
would vanish — for once a man is 
made to realize the exclusive advan- 
tages to be obtained only in the 
Hudson and Essex, he will never be 
content with a second choice car. 

Contractor Uses Three Essex 
and One Hudson in Work 

J AS. S. MURRAY, treasurer of 
the State Construction Co. of 
New Kensington, Pa., purchased an 
Essex touring car, No. 9942, which 
was delivered May 17th, 1919, and 
Essex touring No. 9854, delivered 
April 20th, 1920, an Essex roadster, 
No. 60436, delivered April 28th, 1920, 
and a Hudson speedster model O, No. 
31922, delivered March 31st, 1920. 
All of these cars were purchased from 
the Bentz Auto & Supply Co. 

Mr. Murray is the largest stock 
holder in the State Construction Co., 
one of the largest concerns of its kind 
in Western Pennsylvania. One of 
their main lines of work is city street 
paving and country road building. 
The three Essex cars are used in con- 
nection with the business of this 
Company and have proven entirely 
satisfactory for going over bad roads 
and climbing the Western Pennsyl- 
vania hills. 

Mr. Murray bought his first Essex 
car May 17th, 1919. He has driven 
this car approximately 30,000 miles. 
He came into possession of his Hud- 
son speedster by trading a 1919 model 
of a more costly car for it. This last 
is a real recommendation for the 
Hudson car because of the fact that 
it was more desirable than the more 
expensive car he owned. 

On His Way to Denmark 

Carl Olsen, service superintendent for the 
C. L. Boss Automobile Co., Portland, Ore., 
is on his way to Denmark in his Essex. Of 
course, he doesn't intend to drive through the 
Atlantic ocean. He will ship the car from 
New York to use during his European visit. 
M. F. Butler will be in charge of service for 
the Boss organization during Mr. Olsen's 

17,000 Miles of Satisfaction 

S. O. Miller, of Palmer, Mass., has driven 
his Essex 17,000 miles since he purchased it 
in April, 1919. According to Mr. Miller his 
car has never required any repairs of any 
description and is running better today than 
it did the first day he drove it. 

RA. FELLMAN, Major, Field Artillery, 
. Camp Henry Knox, Ky.» is such an 
enthusiastic Essex owner that he has 
insisted on having his car decorated 
with a streak of lightning and the word 
4 'Essex" painted on each side. This 
car is one of nine Essex which have been 
sold to officers at Camp Knox by Boyd 
Kennedy, salesman for The Triangle 
Motors Co., Louisville, Ky. 

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"The Trail of the Arrow," Starring Nell Shipman and the Essex, a 
Real Film Thriller, Ready for Distribution 

Marjorie Cole, looking like a handsome young middle-weight champ, and the 
Essex that romped all over California's deserts, dunes and bad lands, 
winning a $1,000 wager for Miss Cole and Nell Shipman, her co-star. 

1 s 

iHE Trail of the Arrow," now famous film 
starring Marjorie Cole, Nell Shipman, who 
appeared in "Back to God's Country," 
and the exceedingly well known and excellent 
actor Mr. S. X. Arrow, is ready for release through 
the Factory to distributors and through distribu- 
tors to dealers. By special arrangements with 
Harold L. Arnold, Hudson and Essex distributor 
in Los Angeles, who produced the film, copies are 
offered to distributors and many orders have been 
received. Prints are now being produced and ship- 
ments will begin very soon. 

Dealers who want to boost sales by means of 
"The Trail of the Arrow' ' should notify their 
distributors at once. This film is not only a thrill- 
ingly interesting picture and story of two girls 
braving the terrors of the Western desert, but it 
shows in a mighty selling fashion how wonderfully 
well the Essex is built and under what severe 
conditions it faithfully performs. 

Here is an article concerning the film, reprinted 
from California papers, which will give you an idea 
of what it is about: 

With two minutes to the good in their race against time to the Devil's 
Punch Bowl, Miss Nell Shipman and Marjorie Cole won a thousand- 
dollar wager in their fierce drive through the rocks and sand in the S. 
X. Arrow. These two young ladies have accomplished a task considered 

absolutely impossible for the most experienced desert driver. They 
won against obstacles seemingly insurmountable and have brought 
back to Los Angeles a complete motion picture record. 

Never before in the annals of cross country driving has there ever 
been shown on the screen anything like this picture. When the heads 
of the departments of the House of Arnold had their first glimpse of 
this thrilling picture at Clune's Studio last Wednesday, they were abso- 
lutely amazed at the daring of these two young women. At times it 
seemed as though nothing made by man could possibly survive the 
punishment through which the S. X. Arrow passed. It was driven over 
rocks, through sage brush, up and down timbered slopes, slamming 
over declivities until it seemed as though everything in the car would 
be smashed to atoms. The car was tilted at such angles that the daring 
girl drivers had to be lashed to the seats to prevent from being thrown 
from the car. 

"Never before in the history of the automobile," said Mr. Arnold 
"has anything like 'The Trail of the Arrow* been attempted. I freely 
predict that this picture will not only become known from the Pacific 
to the Atlantic, but it will also become an international feature in 
motoring pictures. It is the most thrilling automobile picture ever 
put on the screen and simply goes to show that the woman driver of 
today is perfectly competent to handle an automobile anywhere the 
car can be driven. No man in the United States has ever attempted the 
drive successfully conquered by these young ladies." 

Within a few days complete information on 
handling the film and methods of obtaining show- 
ings for it in local theaters will be sent to both 
dealers and distributors. It has been used with 
remarkable results on the Pacific coast and will 
unquestionably produce sales in the Eastern, 
Central and Middle Western States in the same 

Digitized by 


THE best evidence of the remarkable selling value of 
"The Trail of the Arrow," the great film produced by 
Harold L. Arnold, showing the astounding capacity 
for endurance of the Essex car, is that, of course, given by 
a man who has used it and reaped the benefits. 

The following is taken from a letter from C. L. Boss, 
Portland, Oregon, distributor, who has made a thorough 
test of "The Trail of the Arrow" in his city and knows 
its great worth. 

"It is money well spent. Our sales room is crowded and 
people are on the sidewalk looking in. We announce an 
intermission of twenty minutes and then take thirty 
minutes to line up the prospects. 

"They are talking about it on the street-car, in the 
boarding houses, at the restaurants, at the Commercial 
Club and all our competitors are fussing and knocking 
the show to a queen's taste. 

"We are getting more advertising in a short time than 
anything on record and it is the same as if we had cornered 
the entire automobile show in our institution." 

This letter indicates the extreme confidence that Mr. 
Boss has in "The Trail of the Arrow" as a selling proposi- 
tion. Personal talks with other distributors who have seen 
and used the film are even more convincing. 

The photograph on this page is a still picture, taken at 

the time "The Trail of the Arrow" was filmed, and shows 
something of the character of the performance required of 
the car. However, no still picture could possibly have the 
dramatic interest produced by the film itself. 

Every Essex owner in the country, who has a pride in 
his car, will be delighted to have an opportunity to see 
this film himself and to bring several friends with him to 
see it. On a recent occasion when the film was shown at 
Louisville, complimentary tickets were sent to a large 
number of car owners and prospects. Some of the Essex 
boosters were so delighted with the performance that they 
paid their own way and took friends with them to the show. 
In this instance, the film was shown at a Vaudeville Theater 
and was easily the feature of the week. 

You can make Essex owners even more proud of their 
cars and even better boosters, by use of "The Trail of the 
Arrow." You can obtain hosts of new propsects — and you 
can convince them, together with the prospects you al- 
ready have, of the unquestionably superior capabilities the 
Essex possesses. 

Moreover, you can interest whole communities and 
make them not only admire the car, but make them admire 
and respect your advertising and selling methods. 

Dealers may obtain particulars about how to obtain 
this remarkable film for use in their territory by writing 
their distributors. 

Digitized by 



Wherein a Poor Cuss From Missouri Is 
Convinced— 1000-Mile Drive Does It 

WALTER Rowland of the Milwaukee Journal, who signs his stuff "Brownie" sometimes 
and sometimes "The Poor Cuss," was skeptical, the Poor Cuss, about the Essex per- 
formances during the Enormous Week. Maybe he wanted to take a nice long ride. At any 
rate, he allowed that he wouldn't believe the Essex did all of those marvelous stunts chronicled 
throughout the world until he had done them himself. 

He expressed this skepticism in the hearing of W. H. Cahill, Retail Sales Manager of the Jess 
A. Smith Auto Co., who said, huffily, "all right. There's an Essex. Go someplace. I don't care 
where — a thousand miles, if you like." 

Walter looked as sad as he could and tried to make it appear that he was accepting this 
challenge under protest and that the idea was distasteful and to his misliking— until he got 
around the corner. Then he laughed with glee. 

On Sunday, July 11, he told the readers of the Milwaukee Journal that he was going to 
drive an Essex 1,000 miles. On Thursday, July 15, the following, in which the Poor Cuss 
admits that he was a poor cuss for being skeptical, appeared, together with photographs 
which show that the roads covered are such as to make_a_motorist shudder and shriek like a 
horse in pain. 


Skeptical to the nine hundred and ninety- 
ninety-ninth mile of his 1,000-mile Essex 
test trip through some of the tough spots on 
Wisconsin's road system, Brownie refused to 
hang' any bouquets on the car until she was 
steered into the garage and finis written to 
that little performance, Wednesday night. 
He climbed out then, shook the dust from his 
hat, stepped back and saluted the sturdy little 
blue-green car. 

"You are little," said he, "but oh my!" 
Which means a great deal in the language of 

Though the hood wasn't sealed, it might 
just as well have been. It was never lifted and 
even now Brownie asserts he doesn't know 
how many cylinders she has or what the engine 
looks like. One thing he does know. She's as 
cool as a cucumber against all odds, the odds 
of heavy sand, for instance, and such insignifi- 
cant hills as the one called Wildcat on 33. 

Without a shift of gears she scooted straight 
over every hill the south-western part of the 
state could offer, and with no rise in the motor- 
meter mercury. Only once was the radiator 
cap removed, a quite unnecessary removal, for 
she refused to take more than a pint or two of 

A good route to follow across the state, 
one full of interest, scenery, and one which is 
just difficult enough to satisfy the experienced 
driver, is the one followed Wednesday: 
Thirty-three out of La Crosse, over St. 
Joseph's ridge to Cashton, through Portage, 
then over 29, 26 and 19 to Milwaukee. There 
are other routes some drivers might call better. 
Opinions differ, Brownie has discovered, as 
to what constitutes a good road, including 
scenery, cars, tires, hotels and hills. 

10,369 Miles Without Repairs 

"Since Feb. 7th, 1920, we have driven our 
Hudson Super-Six Four-Passenger Phaeton 
10,369 miles over the worst roads in Florida," 
writes the Florida Armleder Truck Co., 
Jacksonville, Fla., "and have always driven 
it at high speeds of forty-five to fifty miles an 
hour. With the exception of oil and gasoline, 
we have had absolutely no expense on this 

1321 Miles on Driveaway 

Dick Jeter, of Fort Smith, Ark., is one of 
the newest Essex owners to come to the 
factory to take delivery of his car. Mr. Jeter 
covered the 1321 miles back to Fort Smith 
in his Roadster in six days, averaging 16% 
miles to the gallon of gasoline. He found the 
roads good and was enthusiastic over the 
performance of his car. 

Home Hints, or How To Do Away 
With the Tipping Evil 

Louisville Just Can't Stop 
Breaking 'Em 

THE Triangle Motors Company at Louis- 
ville is determined that the high interest 
aroused Essex Week shall remain high. A 
wire arriving at the factory announces that 
two cars — one of which made the 240-hour 
run for which Louisville is now famous, made 
a road run from Louisville to West Baden, 
Ind., 57 miles, in one hour, 35 minutes. This 
trip covered "the most horrible roads imagin- 
able" and the best previous time for this run 
was two hours — a record made several years 
ago when the roads were in much better condi- 

r!"S just as homelike as any Pullman ever switched onto a siding or any hotel, although one 
does miss the pleasant little business of slipping tips to porters and bell hops. 

H. R. Markel of Columbus owns the downy Essex which he has cleverly converted into sleep 
ing quarters. Being an engineer, he figured out the scheme and made an exceedingly neat job 
of it. 

The front seat is hinged about five inches above the floor of the car. The back seat has been cut 
from the side of the car and hinged on both sides. When Mr. Markel thinks it time to wind the 
alarm clock, he pulls the pins from the hinges and drops the back of the front seat into the 
reclining position shown. With some bits of pipe for support and the clever use of a twelve-inch 
board, the proper length is obtained. Then the spread of heavy blankets and all is ready. If 
Mr. Markel suffers from insomnia, he merely steps on the starting button and the motor sings 
him a lullaby. 

If anybody else wants to make use of this trick, he can get the full details of how it is done by 
writing to F. M. Babbitt of the Standard Motor Car Co., Hudson and Essex distributors in 
Columbus, Ohio, who told The Triangle about it. 

SOME men think that they 
are barking for business when 
they are only growling. 

Resales Developing into a 
Regular Contest 

William Steinhart of the Crockett Auto Co. 
saw in a recent issue of The Triangle that a 
used Essex had been sold for $1550. He 
immediately comes back with the story of a 
used Essex which had seen 12,000 miles of 
service drawing $1775. Who's next? 

Ross Moves to California 

C. L. Ross, of the Pacific Coast Car Co., 
Tacoma, Wash., has purchased the Santa 
Barbara branch house operated by Harold 
L. Arnold, Hudson and Essex distributor in 
Southern California. Mr. Ross has taken up 
his home in Santa Barbara and is planning 
the erection of a new Hudson and Essex 
home as soon as possible. 

Girl's Purchase of a Hudson 
Proves Her Competency 

E. E. Chance, of the Ozark Trail Motor 
Co., Nowata, Okla., was recently called into 
court there to testify as to the competency 
of an Osage Indian girl who had reached the 
age to handle her own estate, which consisted 
of $40,000 in cash and valuable oil lands. 

Mr. Chance testified that she was per- 
fectly competent, basing his testimony on 
the fact that she had the good judgment to 
buy a Hudson Super-Six from him and has 
shown her ability to handle it. 

Digitized by 



Hudson-Essex Resale Value 

BUT of a total of 462 used cars advertised for sale 
recently in a single issue of the Toronto Telegram 
it is a notable fact that there was not a single Hudson 
or Essex. 

"Used Hudson cars are harder to find in this town than 
snow in June," according to the Dominion Automobile 
Co., Ltd., "and as for Essex, we have not found any at 
all up to the present." 

Think of what this means to Hudson and Essex owners, 
distributors, dealers and salesmen. 

To the owner it means an assured market for his used 
car and the lowest possible amount of depreciation. In 
fact, reports from all over the country prove that the 
depreciation of Hudson and Essex is less than it is on any 
other fine cars. 

To the distributor and dealer, a market swept bare even 
of used cars by an overwhelming public demand means 
that the quality of the cars is such as to assure not only 
a host of satisfied owners but the widest possible market 
at all times to both owners and prospects. 

To the salesman it means a public recognition of such 
exceptional value that sales effort is reduced to the mini- 
mum with the resultant increase in volume and profits. 

A Letter From Japan 

Challenges Any Stock Car 

An open challenge to any stock car handled in Jackson, 
Miss., has been issued by E. H. Simpson, Essex repre- 
sentative there, as the result of a race between the Essex 
and a widely known "eight.' ' 

In the race, which was a 25-mile event run on the State 
Fair grounds, the eight took the lead at the start but held 
it for only one lap. Then the Essex took the lead, gained 
one-half lap quickly and held it for twenty-three laps. 

At this point a puncture sent the Essex into the pits 
and while the tire was being changed the "eight" gained 
six laps. It was too near the finish for the Essex to regain 
the lead and it finished in second position. 

"The 'eight* may have won the money, but the Essex 
certainly won all the applause and honors," says Mr. 
Simpson, who is now seeking another race. 

19,276 Miles of Satisfaction 

Ross Matheson, an Osage Indian boy of Nowata, Okla., 
is the owner of the first Essex sold by the Ozark Trail 
Motor Co. Since it was delivered on March 31st, 1919, 
this car has run 19,276 miles, but in all this time he says 
that he has never had a wrench on it. His only replace- 
ment has been one spring which, he says, was broken by 
carelessness in running into a curb. 


THE test of life is living. The test of worth is 
service. He who serves himself and no other is 
a failure, though death releases his grasp on the 
ransom of an empire. 

He who finds life bitter is a failure, though multi- 
tudes cheer him on the street. The king who rules 
an unhappy and maltreated people is a failure. The 
carpenter who hangs a door well is a success. There 
is more honor in using one talent well than in abus- 
ing the possession of ten. 

To keep clean, to do good work, to earn friends, 
to be happy and bestow happiness, to develop op- 
portunity, to serve where possible and learn not to 
whine — this is success. There is no greater; there 
is no other. — Saturday Evening Post. 

"HPHIS time I send you the photo representing the 

-*■ Super - Six under the cherry blossoms for which 
Japan is noted in the world." writes Y. Otagawa, a Hud- 
son owner, from Tokio, Japan. "It is awful delightful to 
drive the favorite Phaeton under the arch of the' charm- 
ing blossoms in Tokio street. 

"The fact which is keenly felt by any one in Tokio, if 
he has an interest in motor car, is the unrivaled growth of 
the Super-Six against the other cars. For so great num- 
bers of the Hudsons were purchased by the Imperial 
Household, the Departments of Finance, Navy, Justice 
and many other government offices, to say nothing of the 
Military service. 

"From this phenomenon, the Super-Six is not merely 
favorable among the motorists by its power and easy 
control, but also certifies the reliability of its performance, 
since it has gone through the minute 'official test* and the 
competition of this line in Tokio. 

"As for the Essex, peoples have been so eagerly long- 
ing for the arrival of the Essex that buyers have already 
exceeded over the number of the imported chassis now- 
adays. By this reason you will be well aware of the 
popularity of the Essex Car also in the Land of Cherry 

U. S. Senate Uses a Hudson 

A Hudson Super-Six Seven-Passenger Phaeton has been 
purchased for the exclusive use of the United States 

It will stand outside of the Senate chamber during the 
day, when that body is in session, and will be used by 
Senators going about the city on business trips. 

Thus the world's greatest legislative body pays tribute 
to the world's most popular fine automobile by adopting 
it for its own official use. What greater tribute could be 
paid to any car? 

Digitized by 



Some Views Enroute From Ciudad Mexico to Monterey 

sales manager of Cia Automotriz 
Mexicana, Mexico City, recently made 
a journey, with a party of friends, 
from Mexico City to Monterey and 

points adjacent. He assures us that 
the photograph on the left is a view 
of "Camino de San Luis Potosi," and 
adds "a la 'Presa* Hudson Super 
Six — vendido por nuestras agentes," 
together with other information of a 
like nature. We devoted some study 
to this matter and we feel sure that 
Sr. Valenzuela is right ; however, we 
do not care to be quoted nor to pose 
as an authority. 

He speaks of the most happy ap- 
pearing and pleasant ladies and gentle- 
men in the oval as being "entusiastas 
del Hudson," which is, of course, as it 
should be. 

The photograph at the right is a 
view of the splendid old "Catedral de 
Monterey — Nuevo Leon : " which we 
feel sure is an ecclesiastical edifice of 
no little importance. 

Essex Popular in Movie Land 

Nowhere is the Essex more popular than at Hollywood, 
Calif., where it has established a firm place for itself in 
the affections of the movie people, according to F. O. 
Booth, Essex representative there. 

Pretty Marjorie Daw, Claire Adams and Joseph Kil- 
gour all have Essex Phaetons. Wanda Hawley, the beauti- 
ful film star, has an Essex Roadster. Louis Welch, Wallace 
Beery, Raymond McKee and Lewis Stone all have Essex 
Sedans. Henry Otto, the widely known director, also has 
an Essex Sedan. "Nowhere will you find a keener appre- 
ciation of beauty than in Movie Land. That's one of the 
reasons for the success of the Essex," says Mr. Booth. 

Use These Road Signs 

T^VERYONE is watching the Essex. Let them 
-*— ' know who handles it in your territory. A few 
of the large road signs are to be had at the old 
price of $9.50 each, with the extra crating charge 
of 55c per sign when five are put in a crate, $1.08 
each for two in a crate or $3.84 for one in a crate. 

These signs are good advertising for the tourist 
trade as well as good publicity for the secluded 
corners of your territory. They are just large 
enough, 48" x 72", to attract attention at the turn 
of a road or top of a hill. The arrow with the 
name of your city makes them a real help to 
owners and prospects. They are working for you 
all of the time. 

Think over the spots of your territory where you 
can use them and send in your order now. We can 
make immediate shipment. 

Picture of the sign is in The Triangle of Jan- 
uary 24th. 

Hudson Wins Two Races 

Driven by Jack Strickler, a Hudson finished first in the 
mile and 25-mile events against a fast field at Alva, Okla., 
on June 3rd. The track is a mile course and Strickler's 
time in the mile race was 55 2-5 seconds and in the 25- 
mile event, 23 minutes and 38 seconds. The purse for the 
latter event was $525. Approximately 8,000 persons 
witnessed the contests. 

Paying Their Respects to Will Shakespeare 

TF THE Bard of Avon played leap-frog, duck-on-a-rock or other 
-** such childish games when a youth, he undoubtedly frisked about 
on the strip of green here depicted and occupied by the row of 
Hudsons and Essex standing in orderly array, awaiting duty. 

The Castle Motor Company, Ltd., distributors, recently arranged 
a rally of Hudson and Essex owners and their friends at Stratford-on- 
Avon. And while fifty of them were sitting at tea in the Shakespeare 
Hotel, the photograph of the waiting cars was snapped. 

Digitized by 


! t 
I; t 



Arrival of Essex Car No. 2 at the San Francisco Post Office 

Essex Again Triumphs — Sets New 
Transcontinental Record 

t S o a NewYork 4 days 1 4 hrs. 43 min. 

Three other Essex cars were sent across the continent. Each beat all previous 
records — a remarkable demonstration of Essex reliability. Their time was: 

New York to San Francisco — 4 days 19 hours 17 min. 
San Francisco to New York — 4 days 21 hours 56 min. 
New York to San Francisco — 5 days 6 hours 13 min. 

Digitized by LiOOQ IC 


The Midnight Start From New York City 

Kadel & Herbert Copyright 1920 

Robert B. Cole, Vice-President of the Hudson Motor Car Company of New York, starting Essex Mail Car 

No. 2 from New York, at 12:01 a. m. August 6th. 

L^SSEX now holds the coveted transconti- 
^^ nental record. Within a period of eleven 
days, four Essex touring cars crossed the Ameri- 
can continent from New York to San Francisco 
and San Francisco to New York and each one 
made better time than had ever before been 
made by any other car. 

Car number One from San Francisco, the first 
to cross, made the remarkable time of 4 days, 
14 hours and 43 minutes. Car number Two 
from New York, reached San Francisco in 4 
days, 19 hours and 17 minutes, beating the 
record for this direction by over 22 hours. 

The other two cars started after the first two 
had finished. Both cars encountered extremely 
severe rain and mud in the west. For hours the 
second westbound car traveled through mud a 
foot deep at greatly reduced speed. But despite 
delays and handicaps these cars finished at San 

Francisco and New York respectively in 5 days 
6 hours 13 min., and 4 days 21 hours 56 min. 

The average time for the four cars was 4 days, 
21 hours and 32 minutes. As such it stands out 
more than a single record — more than just the 
time of an individual car — it is a record of con- 
sistent performance, demonstrating Essex relia- 
bility and endurance beyond question, for on 
these four trips every requirement of motor per- 
formance was met. 

Now more than ever before Essex is in the 
spotlight of public attention. As the holder of 
the transcontinental record; and of a great mul- 
titude of records made Essex Week; the 3037 
mile endurance record on the Cincinnati Speed- 
way, Essex is beyond question the most talked 
of car of its size, class or price in the country 
today. "Watch the Essex," is a slogan with a 
meaning to every motor car owner. 

Digitized by 



Most Direct Route 
Followed by Cars 
On Transcontinental 

Combination of Highways Used — 

Faster Time Could Have Been 

Made— No Professional 

Drivers Employed. 

IN general the transcontinental 
roads used, were the Lincoln High- 
way, the Pikes Peak Ocean-to-Ocean 
Highway and the National Old Trails, 
by which a combination was worked 
out covering the best roads between 
New York and San Francisco and 
cutting some mileage from the trip; 
that is to say, the route followed by 
the Essex Cars was somewhat shorter 
than any one of the National trans- 
continental roads. 

Car Goes Through Mud Flats 

One important cutoff, that saved 
some distance but necessitated the 
travel of some very rough and dan- 
gerous roads, was that across the nar- 
rowest point of the Great Salt Desert 
in Utah. The Lincoln Highway curves 
around the southern extremity of the 
Salt Desert, but the Essex cars took 
the cut directly across the mud flats 
for some forty-seven miles. The east- 
bound car which started from San 
Francisco at 12:01 A. M., August 5th, 
arrived at the Weehauken Ferry on 
the New Jersey side of the Hudson 
River at 5:31, August 9th. The ferry 
trip across from Weehauken to New 
York required thirteen minutes. This 
landed the car in New York City at 
5:44 P. M., exactly four days, four- 
teen hours and forty-three minutes 
after leaving San Francisco. At the 
western extremity of the trip, there 
was, of course, also the ferry journey 
across San Francisco Bay to Oakland. 

Drivers and officials at Valparaiso, Ind., 

C. B. Chapman, E. E. Albright, relief 

driver J. R. Histed, Chicago, Ed. Dietrich, 

westbound driver. 

Essex Mail Carrier No. 2, checking in and changing drivers at Valparaiso, Ind. 

Driver AfcCrae signs for the first mail pouch at the New York Post Office 

The great achievement was not in 
the mere breaking of the record from 
New York to San Francisco, but in 
the demonstration of the ability of 
the Essex cars to conduct a regular 
fast mail service across the continent 
without interruption and making 
time comparing favorably with the 
fastest railway trains carrying mail 
for the United States Government. 

Could Have Done It Faster 

If it had been desired, doubtless 
the car could have been rushed across 
this trip in even faster time than it 
made. At no time was the car pushed 
so hard that there was any danger 
of serious break-downs or injury to 
the drivers. At each relay point, the 
car was halted long enough for inspec- 
tion. Each of these stops required 
a considerable amount of time 
and while the get-away was rapid 
enough for efficiency, the speed laws 
in all cities were observed and there 
was no fast driving through cities, 
except in some towns where police 
escort was arranged. 

Changes of Drivers Frequent 

The entire success of the run was 
unquestionably due to the business- 
like methods used by Hudson and 
Essex Distributors. Changes of 
drivers were made frequently enough 
so that there was no chance of any 
man having to undergo too severe 
a strain. Each man who drove was 
familiar with the road and all he 
attempted to do was to keep the car 
up to the schedule set for the particu- 
lar distance he was delegated to cover. 
In all, something more than thirty 
drivers participated in the various 
runs. This means that each car was 

(Continued on Last Page) 

Digitized by 


Over This Route of 3,347 NGles the E 

Digitized by VjOOQ IC 

Digitized by 



This Photograph Crossed Continent On First Motor Mail Trip 

Do not be misled by this picture. 
It shows Essex Transcontinental Mail 
Carrier No. 1 in front of the postoffice 
in San Francisco with Postmaster Fay 
placing a mail pouch in the car. But 
obviously this photograph was taken 
by sunlight, while the Essex actually 
started on its trip in the deepest sort 
of darkness, one minute after mid- 
night— 12:01 A. M., August 5, 1920. 

The more interesting fact about the 
picture is this. After the photographer 
made the plate, he rushed back to the 
shop and developed it and made the 
print from which this illustration is 
reproduced. The print was placed in 
the pouch carried by the Essex and 
was delivered in New York, then re- 
layed back to Detroit in time to 
appear in The Triangle. 

The pouch that carried this photo- 
graph was the first ever delivered by 
transcontinental mail, as the car start- 
ing from New York did not get under 
way until twenty-four hours later than 
the east bound car. The New York 
postoffice received the pouch at 5:52 
p. m., August 9, only eight minutes 
after Essex Mail Car No. 1 arrived 
on the soil of New York City. 

A Dramatic Moment When Essex 

Breaks N. Y.- Chicago Record 

Chicago, August 11 

IF you had been at the city limits at 
106th Street last night, you would 
have found a small crowd of men 
standing out in the 
middle of the street 
watching the road 
to the east. 

Suddenly 'way 
down the road a blaze 
of light swung into 
view; the staccato 
beat of the exhaust 
was heard, and then 
the blare of the motor 

"There she comes." 

It took but sec- 
onds for the car to 
travel the mile of 
road. Her motor was slowing down 
to a contented purr and she was 
sliding across the state and city line 
before we realized it. 

Every one was ready. The camera 
was set and focused. A flash of light 
and a "puff" told when the picture 
was made. "Go ahead" sent the car 
on its way to San Francisco. 

Before they left the drivers had the 
satisfaction of knowing that another 
record had been added to the long 
string already held by ESSEX. The 

little car had come from New York to 
Chicago in twenty-four hours, forty- 
three minutes, fifty seconds — two 
hours, seven minutes and ten seconds 
faster than the best previous record. 

When the Cars Passed 
Each Other in Iowa 

There was a dramatic mo- 
ment when the two transconti- 
nental cars passed each other out 
in Iowa. The roads were heavy, 
and the dust was thick. It was 
just twilight as Driver George 
A. Wall with Essex Number 1, 
rounded a sharp turn on a coun- 
try road between Atlantic and 
Council Bluffs. He heard the 
horn of a fast approaching car. 
Recognition was difficult, but 
the car that rushed by on its 
way to the Pacific Coast was 
Essex Transcontinental, Num- 
ber 2, driven by J. A. Peverill. 

Digitized by 



Ibapah, the cars struck across to 
Gold Hill; across the desert from Gold 
Hill, passing Granite Mountain and 
crossing the Lincoln Highway at 
Orr's ranch ; through St. John, Stock- 
ton, Tooele, thence over the Lincoln 
Highway to Salt Lake City. 

From Salt Lake to Coalville, Echo 
City and Evanston, entering Rock 
Springs, Wyoming; Rawlins, Medi- 
cine Bow, Bosler and Laramie to 
Cheyenne; still on Lincoln Highway 
to Sidney, Nebr., Chappell, Big 
Springs, North Platte, Lexington, 

This is one of the Pathfinders on the 
Mud Hats, Great Salt Lake desert, shout 
ing worst stretch of road encountered. 

Decatur, Ind., and Ohio City, Ohio, 
to Lima. 

Leaving Lincoln Highway at Lima, 
cut across to Columbus, thence over 
National Old Trails to Zanesville, 
Wheeling, W. Va., and Uniontown to 
Cumberland, leaving this trail five 
miles west of Hagerstown. Crossing 
the Lincoln Highway at Greencastle 
and going north over the Pike's Peak 
Ocean-to-Ocean Highway to Harris- 
burg, Reading, Allentown to Easton. 

From Easton by way of Morristown 
and Newark to the Weehauken Ferry 
Landing, on the Jersey side of the 

The time taken from San Francisco 
City, where the Eastbound cars 
started, includes both ferry trips and 
the actual time required for cars to 
land on the soil of New York City. 
The same was, of course, true of cars 
leaving New Yojk for San Francisco. 

And At the Same 
Time — 

St. Louis, Mo., Aug. 11, 1920. 

Essex Motors, 
Detroit, Mich. 

Essex stock car smashes all 
records St. Louis to Kansas City 
and return same day, eighteen 
hours fifty one minutes. Best 
previous record for round trip 
was twenty-two hours. Entire 
distance, six hundred six miles was 
covered at average speed of bet- 
ter than thirty-two miles per 
hour over very rough Missouri 
roads. This is same car that 
established new Kansas City to 
St. Louis record during Essex 
Week, nine hours fifteen minutes. 
Both runs made without any 
mechanical trouble. 

Hudson-Frampton Motor Co. 

Q ALT Lake City to Ely, Nev., 265 
^ miles, in 9 hours, 3 minutes! If 
you will trace the route on the big 
map in the center spread and then con- 
sult your blue book routes from Salt 
Lake to Ely, you will just begin to 
understand how very important and 
remarkable this time is. 

Over the mud flats of the great Salt 
Lake desert, between Orr's Ranch and 
Gold Hill, is what seasoned, hardened 
tourists maintain is the worst road in 
the world — 70 miles of desert and 24 
miles of mud flats. The poor condi- 
tion of this road is, however, only tem- 
porary, inasmuch as improvements are 
now under way that will make it agree- 
able for travel, whatever the weather. 

The time of Essex Mail Car No. 1, 
by the way, was many hours faster 
between Salt Lake and Ely than the 
best mail train time. 

Mr. McAneeny's Message to the Participants: 

Essex No. 1 as She Checked In at Salt 
Lake, 6:31 a. m. August 6. 

Kearney, Grand Island, Columbus, 
Freemont and Omaha to Council 
Bluffs, la. 

Leaving Lincoln Highway at Coun- 
cil Bluffs, over White Pole Road 
across Iowa via Atlantic, Stuart, Des 
Moines, Oskaloosa and Muskatine to 

From Davenport to Princeton, Ot- 
tawa, Morris and Joliet, again joining 
Lincoln Highway and following to 
Chicago Heights and Dyer, detouring 
South Gary and again reaching Lin- 
coln Highway at Valparaiso. 

Valparaiso to Fort Wayne and via 

August 11, 1920. 

The consistent performance of the Essex cars 
and the quite remarkable records set up between San 
Francisco and New York could not have been brought 
about without the loyal and efficient support given 
our program by all participating dealers and 
drivers. These records can only be broken by an 
organization as well equipped and with a duplication 
of enthusiasm and efficiency. Is there another such 


W. J. McAneeny. 

Digitized by 



Opening First Pouch of Transcontinental 
Mail at New York Post Office 

motor car. From this building a little 
over four days before an Essex left for 
San Francisco with a bag of mail for 
the west, but the trip east was made 
in faster time, so to the New York 
post office goes the honor of receiv- 
ing and opening the first transconti- 
nental motor mail pouch. The little 
group at the right are sorting the first 
mail, among which were letters for 
many celebrities, including the Gover- 
nor of the State, the Mayor, Poet 
Edgar A. Guest and others. 

Officials Greatly Interested 

There was great interest in the send- 
ing of the mail. Every postoffice offi- 
cial who had a part in it showed grati- 
fying pride and watched the course of 
the cars daily. The New York post- 
office daily bulletin carried an an- 
nouncement of the opportunity to 
send mail, and many letters came in. 

Over the great facade of this build- 
ing is this inscription — 

Neither Snow, nor Rain, nor 
Heat, nor Gloom of Night stays 
these Couriers from the swift 
Completion of their Appointed 

Now, it applies to another type of 
mail courier — the motor car. 

SW\ V.r,. ICO 



rn tarrj K.HrCrM ef hto Kalsr.oo. pciMta 

or T raB „ 



k«U fr-o -an T«not»»» at f .( Fp.s..^a>t«n> 


Uncle Sam's receipt for the first pouch of 
Transcontinental Motor Mail. 

Most Direct Route 
Followed by Cars 
On Transcontinental 

(Continued from Page 3) 

driven by a large number of men, 
many of whom had never seen the 
car before and who took the wheel 
after only a very hurried examination 
of the car itself. 

The time made would have been 
impossible for any three or four 
drivers. The question of making fast 
time in a transcontinental run now- 
adays is not only a question of endur 
ance of cars but of the endurance of men . 
The Essex was thoroughly able to 
make the trip, but it is doubtful that 
the fast time would have been pos- 
sible, without these numerous changes 
of drivers. 

No Professional Drivers Used 

None of the drivers has a profes- 
sional rating. All of them are asso- 
ciated with Hudson and Essex Dis- 
tributors and Dealers in their regular, 
everyday business. 

In the history of automobile tests, 
this is unquestionably the greatest. 
The story is one of amazing endur- 
ance and capacity for withstanding 
punishment. There were some very 
severe storms and there were more 
miles of unpaved country than hard 
surfaced roads along the way. 

Also Credit Good Roads Boosters 

No little part of the credit for the 
fast time made by these transcon- 
tinental mail carriers should go to the 
good roads boosters of America. 
Since the Hudson Super-Six made its 
record in 1916, there have been nota- 
ble improvements — chiefly in Wyom- 
ing, Nebraska and Nevada, where a 
vast amount of work has been done. 

The road from San Francisco to 
New York is a good road. Consider- 
ing the great distance, it is an excel- 
lent road. Probably there is no road 
of equal length in the world as good 
as this one. The worst spots are con- 
tinually being improved and now any 
Hudson or Essex owner need not have 
the least fear about attempting the 
transcontinental trip. 

We Will Make Our Bow to the 
Valient Drivers Later 

UNTIL all of the drivers' affidavits are received at the factory 
it will be impossible to acknowledge the splendid work of 
every individual driver who participated in the runs. But upon 
the receipt of the affidavits a complete record of the achieve- 
ment of every man who drove will be made. These affidavits 
should arrive at the factory in time for attention in the following 
number of the Triangle, together with as many photographs 
and details as it is possible for us to collect. 

Digitized by 







THE world loves a champion. People Now over 45,000 Essex owners enjoy 

today are no different than they were a greater pride of ownership because 

at the time of John L. Sullivan. Most of us their car is a champion. The Cincinnati 

have closed our desks to watch Ty Cobb 50 hour run, the hundreds of local re- 

or Hans Wagner, and we are doing it now cords of Essex Week all helped to stimu- 

for Babe Ruth. It is human nature to late this pride of ownership, but the 

take pride in accomplishments. transcontinental run was the crowning 

Hudson and Essex are 
champions. They hold 
all the worth-while re- 
cords in the automobile 
world, and when an auto- 
mobile does something 
worth while over 8,000,000 
owners are interested, and 
particularly if a man owns, 
or hopes to some day 
own a car of that make. 


It is Just as essential for every 
Hudson and Essex salesman to 
know every Hudson and Essex 
record as it is for a man or 
woman to know their A, B, C's. 
If you don't know these records 
by heart, learn and use them. 


Hudson, with its round- 
trip transcontinental re- 
cord, its years of victories 
untouched, and the pres- 
tige it has earned as a fine 
car, enjoys all this cham- 
pionship, pride-of-owner 

Owners and prospective 
owners should never be 

There was a thrill that went over the allowed to forget that Hudson and 
entire country when an Essex crossed Essex cars are champions. As new 
the continent in 4 days, 14 hours and 43 records are made they should know 
minutes. Many motor car owners re- about them, and to all dealers and sales- 
fused to believe it, and but for the fact men whose privilege it is to come in 
that the car carried mail and was virtually actual contact with owners there is a 
checked out of San Francisco and in to duty to see that none is allowed to 
New York by Uncle Sam some never forget the very front place that Hudson 
would have thought the run possible. and Essex cars now hold. 

Digitized by 



These Are Some of the Men to Whom Great Honor is Due 

Edward Higgins and Tom Carey, New York 

Patterson, J. H. Arnold et al. at San 

J. A. P ever ill and Geo. McConneii, Dee Moines 

HP HE men who deserve the credit for put- 
■*■ ting the four cars through the most 
gruelling test ever given to any automobiles 
are those whose names follow. All are con- 
nected with Hudson and Essex distributor 
and dealer organizations. 

New York Zone, New York to Easton, Pa.; R. B. 
Cole, manager, P. R. McCrae, Rochester, N. Y., 

Fred L. Brown, Salt Lake, Mana- 
ger of the Rocky Mountain Zone — 
Evans ton, Wyo., to Ely, Nev. 

Russell Tabor, Henry Bando and Guy L. Smith of Omaha, with the White Essex they 
used in the Omaha Zone for a Pathfinder. 

Edward Higgins and Thomas Carey, New York, 

Philadelphia Zone, Easton to Cumberland, Md.; 
E. M. Antrim and F. H. Yerger, managers; F. J. 
Ryan, Philadelphia and Fred Heilman, Reading, Pa. 

Pittsburgh Zone, Cumberland to Wheeling, W. 
Va., E. J. Frans, manager and driver; G. H. Guenther, 

Columbus Zone, Wheeling to Lima, Ohio; H. J. 
Schwartz, manager; Parker Mitchell and Don Clifton, 

Indianapolis Zone, Lima to Valparaiso, Ind.; 

L. L. Hains and Wm. Cortez- 
to Ely. 

Salt Lake 

Arthur E. Lee, driver, and W. P. 
Sorenson, who performed bril- 
liantly in the Chicago Zone. 

D. L. Cowan, manager, Lester Burgess, asst.; H. G. 
Rose and P. Andrews, drivers. 

Chicago Zone, Valparaiso to Davenport, la.; E. E. 
Albright, manager, L. E. Silvis, asst.; drivers, Al- 
bright, Ed. Dietrich, A. E. Lee and Wm. Sorenson, 

Des Moines Zone, Davenport to Council Bluffs, 

la.; manager, J. A. Peverill; assistants, W. P. Graves, 
F. L. Patterson, S. J. Penberthy; drivers, Peverill, 
Geo. A. Wall and Capt. E. L. Snyder; relief drivers, 
Paul Swearingen and George McConneii. 

Omaha Zone, Council Bluffs, Cheyenne, Wyo.; 
manager, Guy L. Smith; asst., John J. Barnes; drivers, 
J. Russell Tabor, Henry R. Bando; relief, Al Dono- 
hue and Don Hough. 

Denver Zone, Cheyenne to Evanston, Wyo.; 
manager, A. S. Broodhead; drivers, Will Goodale, 
C. Sundin; Relief, Dave Woods and Lamberton. 

Salt Lake Zone, Evanston to Ely, Nev.; manager, 
Fred L. Brown; drivers, L. L. Hains, H. L. Bier, D. 
L. Ganiard; relief, Wm. Cortez, E. W. Swinyard 
and Walter Larson. 

E. E. Albright and Ed. Dietrich, pleased with 
their performance in the Chicago Zone. 

San Francisco Zone, Ely to San Francisco; mana- 
gers, C. G. Lewis and Dave Lewis (Factory); drivers, 
J. H. Arnold, George W. Harrison and A. H. Patter- 
son; relief drivers, Tom Arnold and H. E. Brown. 

The Triangle regrets that all photographs of 
those who participated have not yet arrived and 
could not appear in this number. They will be 
published later. 

Paul Swearingen and Geo. Wall, Des Moines 

E. W. Swinyard and Harry L. Bier who took the 
champions from Salt Lake to Evanston. 

G. H. Guenther and E. J. Frans, Pittsburgh 

Digitized by VjOOQ IC 


1911 Hudson After 186,753 Miles Still Good 
For 100,000 More, Says Driver 

HT*HE Hudson "33" Roadster shown above was bought by Wimby 
Peters, of Atlanta, Ga., on Thanksgiving Day, 1911. 

It had been driven 186,753 miles up to May 26, 1920, when Mr. Peters 
decided that he would have it repainted and run it for another 100,000 
miles before he traded it in on a new Hudson. 

When it is considered that the National Automobile Chamber of 
Commerce figures the average life of an automobile at 50,000 miles, 
or approximately five years use, it can be seen what the exceptional 
endurance found in Hudson cars means to their owners. 

Mr. Peters is very proud both of the performance and appearance of 
his Hudson and declares this car has never stopped on the road because 
of any mechanical trouble and that it is in perfect mechanical condi- 
tion today. 

Two New and Three Used 

Essex Sold By "The 


W. D. Marshall, Morristown, N. J., 
made three round trips from Morris- 
town to Hackettstown over Schooley 
Mountain, with a stock touring car 
sealed in high gear and with the gear- 
shift lever removed. This was an Essex 
Week performance of which a complete 
report was delayed. The distance 
covered was 128.8 miles. On the first 
trip the Essex went over the mountain 
top at 50 miles per hour. On the second 
trip at 55 miles per hour and on the 
third trip at 55. On each of these trips 
Mr. Marshall was accompanied by two 
newspaper men who officially read the 
speedometer. On a fourth trip, with one 
passenger, the same car reached the 
summit at 65 miles per hour. 

Note — From this showing, two sales 
of new cars were made, immediately, 
and three used Essex were sold at 
figures ranging from $1450 to $1550. 

Harold L. Arnold of Los Angeles has 
created a new department to facilitate the 
movement of cars consigned to Pacific Coast 
points. It is under the supervision of K. J. 
Koebig. Hudson and Essex owners can make 
good use of this service when going to the 
Coast or leaving for points adjacent to Los 

I have driven my Essex about four thousand 
miles since purchasing it last summer. I have 
used it in all kinds of weather and over all 
kinds of roads and have found it thoroughly 
satisfactory and dependable. 

— W. H. SMITH, Bangor, Pa. 

Essex Settles Fuss About That St. Louis - Kansas City Record 

Digitized by 

Google j 


The Honourable Poppy Co-Star with Super 

A Word of Appreciation 
From Akron 

KINDLY accept our heartiest 
congratulations on this 
achievement, and we are only sorry 
that we were not located along the 
route taken by these cars, as it 
certainly would have been a great 
pleasure to assist in establishing a 
record of this kind. However, if 
the opportunity ever presents itself, 
we want you to depend upon us to 
assist you in whatever way you may 

We have passed the word of this 
remarkable achievement to our 
local newspapers who have been 
very liberal with their news items, 
and in addition to this have had 
large signs made for the front of 
our building, and we cannot help 
but notice how the public admire 
the Essex Car, and is needless to 
say that accomplishments of this 
kind mean more to the dealers 
than words can express. 

We assure you that we are proud 
to be Dealers of Hudson and Essex 
cars. I 

Yours very truly, 

F. E. Johnson, Mgr. 

Akron, Ohio, Aug. 17. 

They're Always in Limelight 

Senator Simpson, of Hudson County, and 
Assemblyman Barrett, of Essex County, were 
among those who witnessed the signing of 3}^> 
per cent beer bill by Gov. Edwards, of New 
Jersey, according to a newspaper clipping sent 
in from Oklahoma City, Okla. The bill was 
signed at Trenton, N. J. 

T ORD INCHCAPE'S daughter, the Hon- 
ourable Poppy Wyndham, is the heroine 
of a new film thriller. And in the course of 
saving the young peeress from the clutches 
of the villian the hero, played by Eric Lyons, 
drops from an aeroplane into a very fine 
motor car. 

Mr. Lyons is fortunate. He not only plays 

opposite the fair Poppy, but he has an excel- 
lent place to drop. We are sure that if we 
were dropping from an aeroplane we should 
show the same good taste as Mr. Lyons and 
drop into a Super-Six. 

The pictures show that it is easy to do. 
They are made and copyrighted by Under- 
wood & Underwood and we have to give the 
Underwood boys credit. 

Meet Mr. Hudson Essex 

Record Car Again Triumphs 

'T N HE Essex which broke the fifty-hour 
record at Cincinnati and which has 
experienced some of the hardest knocks ever 
given to any car, has just made a run from 
Norfolk to Richmond, Virginia, a distance of 
a hundred miles, in a driving rain, through 
red clay roads and one swamp. At least one 
dozen cars and trucks passed on the road 
were buried in the mud and abandoned, inas- 
much as the country is practically a wilder- 
ness with only a few scattered farm houses, 
with no one near to give assistance. 

The first thirty miles were covered in about 
two hours; the last seventy miles, in ten 
hours. A. Edloe Donnan, Jr., distributor at 
Richmond, writes that the car never stopped 
running from 9 p. m., to 8:30 a. m. He 
also reports that after washing and greasing 
the car, it was again in perfect condition. 

This famous car was displayed in Rich- 
mond and attracted a great deal of attention. 

\X7lLLIAM CAMPBELL, in far off 
Johannesburg, South Africa, contri- 
butes an amusing incident that shows that 
American body builders are quite capable of 
making their coach work as good as, if not 
superior to, the work pf European manu- 

Mr. Campbell writes: "In Cape Town 
there is a Mr. Devlin, a coach builder, for- 
merly with Holland & Holland of London, a 
very fine tradesman, but with a bias against 
American work. Mr. Chiappini happened to 
drive up to Mr. Devlin's workshops with his 
limousine and Mr. Devlin closely examined 
the body and after doing so took it for granted 
that it was an English body. 

"Tapping it with the back of his knuckles, 
he remarked to Mr. Chiappini, 'The Ameri- 
cans may be able to build chassis, but of 
course, there's only one country in the world 
they can do this fine work in.' Mr. Chiappini 
tells the story with great gusto and is an 
enthusiastic booster of the Hudson." 

First thing you know R. G. Adams will be 
signing his letters "H. E. Adams." The pic- 
ture tells the story, which has become so 
familiar to folks in and about Fullerton, Cal., 
that they call the Hudson-Essex dealer, who 
is Mr. Adams, "Hudson Essex Adams." It's 
not a bad name — not a bit bad. 

jitized by 






Get Into Training 








A MERICAN athletes have just re- 
^-^** turned from the Olympic games. 
They were entered in competition with 
the best athletic talent of the world. In 
swimming and in track and field events 
they captured the greatest honors and in 
a number of instances set new world's 

Training was the 
real reason for the 
success of the Ameri- 
can teams. . 

If American sales- 
men were in training, 
the present business 
period would be in 
no sense a difficult 
one. If there had 
been no abnormal de- 
mand, no interrup- 
tion of production, 
the present time 
would seem like a 
normal, healthy busi- 
ness season. 

As a matter of fact the present ' 'slow- 
ing down" is an indication of a return 
to conditions of a normal, buyers' 

An outstanding characteristic of Amer- 
icans is that they can train themselves 

/ T*HE achievements of the American 
A army during the war gave splendid 
evidence that this is true. The world 
was amazed at the rapidity with which 
ordinary citizens were made into splen- 
didly trained soldiers. American deter- 
mination to win formed the ground work 
for our military success. 


The same characteristic is responsible 
for American superiority in business and 

When the great necessity was for pro- 
duction America turned to and attacked 
the problem vigorously and caught up 
with the extraordinary demand for goods. 

Every salesman who faces the question 
honestly knows that 
he has been little 

Here Is a Table Worth 

A distributor in making an analy- 
sis of sales in July presents the fol- 
lowing chart: 

No. of Prospects 




I It tells this simple story: the \ 

| salesman who made the greatest | 

| number of calls sold the greatest § 

| number of cars. | 

^Tl tlffllllllllllttlliFlllllfiillilliltlllllJltiiliJ!iiitlifiiJilif*k»»iw»t*«i]tffii*«ii»/tiiitiii/itii«ititrf«iititiitf/fiMillli#j»ill t^ 

more than an "order 
taker' ' during the 
months following the 
end of the war. His 
work chiefly has been 
in helping the cus- 
tomer to get deliv- 
ery, rather than 
making any great 
effort to really sell 
goods in competition 
with others. 

IF HE is discour- 
aged now, if he 
is somewhat alarmed 
now that conditions 
are changing, it is perhaps because he is 
out of training. 

The muscles of sales effort are soft. 
He is a bit heavy because of inactivity. 
He has lost temporarily some of his old 
time cleverness and enthusiasm; he is not 
as nimble as he used to be. 

There is only one way for him to 
"come back" — that is to get into vigorous, 
relentless training. And by doing this — 
by doing road-work on the trail of the 
prospect, by getting up his old time en- 
thusiasm and vigor, he can develop his 
punch right enough. 

And when he does— WATCH HIM! 


Digitized by 



Tell Us How You Like This New Idea 

TDELOW is reproduced the first of a series of window posters being sent out 
■*--* by the Advertising Department. 

Essex and Hudson cars are continuously performing in events that are of 
considerable public interest and the Advertising Department believes that it is 
worth while to tell about the things these cars do by means of news-photo 
bulletins. Distributors and dealers will have received the first consignment of 
these small posters before this copy of The Triangle is in your hands. 

Please write us what you think of the idea. If you have made good use of 
the bulletin we would appreciate a letter telling us what methods you used in 
having them posted in your city. 

Radiator is Cool After Long 
Mountain Climb 

First Transcontinental Mail Is Carried Across 

America by Automobile in the Remarkable 

Time of 4 days, 14 hours and 43 minutes 

Four Essex Cars crossed the continent— two from New York 
to San Francisco — two from San Francisco to New York- 
all carried United States mail — the first time it has been 
transported from coast to coast by motor car. All four cars 
beat all previous transcontinental records. 

This photograph shows the arrival of one of the Essex cars at 
the San Francisco Post Office. The average time of the four 
cars was 4 days, 21 hours and 32 minutes. The first San 
Francisco to New York car covered the distance of 3347 miles 
in 4 days, 14 hours and 43 minutes. 

T.P.S.-101 Copyright ISUQ. Triangle New* and Photo Service. 2901 Ea»l Jefferson Ave.. Detroit. Muhigan 

HAROLD L. ARNOLD, distrib- 
utor for Southern California, 
at Los Angeles, has taken over the 
entire State of California, all of the 
territory formerly under the dis- 
tributorship of the H. O. Harrison 
Company of San Francisco. The 
change became effective Sep. 1. 

Guess What Was In the 
Mysterious Box 

IVAN SALISBURY, Jr., of Castleton, N.Y., 
, makes his first contribution, being moved 
to literary effort by the performance of his 
Essex Sedan purchased from Stratton at 
Albany on August 14th. 

On August 18th, Mr. Salisbury drove 174 
miles with six passengers, a dog and a large 
box weighing 70 pounds, (Mr. Salisbury 

A stock Essex recently made a 246-mile 
hot weather run in Southern California that t 
according to I. L. Parker of San Diego, hasn't 
an equal. Over Palomar grade, the Nigger 
canyon route, in 36 minutes in intermediate 
gear without getting the water any more 
than warm is, according to what various cars 
have done, a record. This point is about 1000 
feet above sea level and is one of the most 
rugged and grueling mountain roads in San 
Diego County. 

Just sixty seconds after reaching the top 
of the 12-mile climb young Stephen Bailey, 
4Yl year-old son of Dr. Bailey, owner of the 
Palomar Hotel at Nellie, was seated astride 
the radiator, and, the young man said, it 
was just as comfortable as his pet hobby 

The car used for the entire trip, a distance 
of 246 miles, 9}4 gallons of gasoline, 1 pint 
oil and 1 quart water. This car had been 
previously driven about 7100 miles. 

The party of three left the J. W. Freiden 
agency and traversed the entire trip with no 
trouble whatever. The only feature they 
attempted to bring out was the wonderful 
cooling system of the Essex, the excellence of 
which was proved on the Palomar grade. 

doesn't give details as to what was in the box) 
through the hills to Lake George and return. 
With the exception of starting, only one 
shift out of high gear was made on the entire 

Good Roads Tour Stirs Up 
Canadian Salesmen 

In a good roads tour conducted by the 
Ottawa Journal, an Essex car driven by 
Major Burpee took 994 points out of 1000 
possible, and second place in a field of 77 
entries and won the special cup donated by 
His Worship, the Mayor of Ottawa, Canada. 
W. H. Mclntyre, General Manager of the 
Ottawa Car Mfg. Co., Ltd. writes that in the 
days following the tour, inquiries for Essex 
cars were greatly increased and high enthusi- 
asm for the Essex was manifested by sales- 

"Rip" Says No Special Oils 
or Greases Used 

E. V. Rippingille points out in connection 
with the transcontinental run, that no special 
oils or greases were specified or used during 
the entire trip. Each zone manager was 
advised to have oil on hand, the grade being 
left to his own discretion. 

Digitized by 



Hey Diddle Diddle, the Horse Jumped Over 

the Star 

LEONARD STROUD, champion cowpuncher and trick rider, thrilled some 40,000 Min- 
' nesota folk at the state fair held at Minneapolis the last week in July, by jumping his horse 
over an Essex load of not-too-comfortable passengers. Yakima Knut, another reckless product 
of the ranch, also did a bit of thrilling by jumping from the running board of the Essex to the 
back of a steer, then throwing the steer to the ground. H. L. Schaefer, retail sales manager of 
the Twin City Motor Car Co., got motion pictures of the stunt. If any other distributor or 
dealer should like to make use of the film, he can make the necessary arrangements by writing 
to Mr. Schaefer. 

Transcontinental Sales Help, 
Says Brown 

Fred L. Brown, Wholesale Manager of the 
Botterill Auto Co., Salt Lake City, is the 
first to send in a report of sales directly re- 
sulting from the Transcontinental run. 

Here is Mr. Brown's contribution: 

"Mr. Ganiard of Rock Springs, who drove 
between that point and Evanston, made 
arrangements so that no matter which way 
a car was running, his office called up the 
people in Lyman, who in turn called up Fort 
Bridger, and it is needless to say that the 
entire population of each place was out along 
side the road to see the ESSEX go by. We 
are not saying how many people live in these 
two towns, but it shows something of the 
interest, and they know how an ESSEX 
car is made and all know an ESSEX will 
run some. 

"They report the entire town of Ely was 
up and around, no matter what the hour, and 
everyone was anxious to give all possible 

"We just had a result from the run. A man 
in Rock Springs entered an order for an Essex 
car, and with Mr. McCurtain, the salesman, 
came into Salt Lake City last Monday to 
take delivery. « When the writer asked the 
man why he was in such a hurry for his car 
he replied: 'I am not in a hurry to get one, 
but I knew as soon as people realized what 
the ESSEX would do, that I would have to 
wait a long time for delivery'." 

From Essex Owners 

Disbrow and Hougdahl 

Win With Essex at 


' Essex to victory in the In- 
ternational Sweepstakes at To- 
ronto, Canada, on August 30th, 
winning a purse of $2500, finish- 
ing the 5 miles in 6 minutes, 31 
seconds. In the same race, Sig 
Hougdahl finished third in his 

Disbrow also won the first 
event, a 3-mile race, making the 
time of 3 minutes, 39 1/5 

Hougdahl with his Essex won 
the 2-mile race and the prize of 

Sig Hougdahl also won a 
match race between himself and 
Rowe Brainard of Kansas City, 
for a purse of $500, distance 3 
miles. Hougdahl's time was 3 
minutes, 42 seconds, flat. 

An enormous crowd at the 
Canadian National Exhibition 
cheered the Essex wildly, and 
after the races Hougdahl and 
Disbrow were kept busy show- 
ing the cars and explaining that 
they contained stock Essex 

One of the Distributors asks that 
Hudson and Essex dealers through- 
out the country keep a lookout for 
Hudson Super Six Serial Number 
11-0-7418, motor number 91307. 

This car is supposed to be headed 
for San Diego, Cal. If you should 
locate this car notify the Factory 
Sales Department at once. 

The performance of my Essex, which has 
been driven approximately 10,000 miles, has 
been absolutely satisfactory. As I believe 
the Essex cannot be excelled by any car, I 
am placing my order today for a Roadster to 
be used as our office car. — E. O. DAVIS, 
Paducah Hosiery Mills, Paducah, Ky. 

I have never had a car I liked better than 
the Essex. It has given me the best of service 
in every way. 

— D. F. LITTLE, Pittstown, N. J. 

The Show They Had in Holland 

4 s Graven hage, Holland, recently had an automobile show in which the Hudson 
and Essex cars were attractively exhibited. The accompanying photograph shows 
the display of the Hudson Auto Company of The Hague, 


Digitized by 



More of the Thrilling Details of the Transcontinental Run 

HpHE Triangle dealing with the Trans- 
A continental Run contained the best pic- 
tures and the best information that could be 
gathered by the Advertising department up 
to the time of going to press. Inasmuch as 
the Triangle was used to help herald the glad 
news to the world, we had to get it out and 
send it to all distributers and dealers as soon 
as possible after the conclusion of the run. 

Everybody along the line of travel was, of 
course, exceedingly busy. There was so much 
anxiety about getting the cars through in 
good shape that there was little opportunity 
to get good pictures and send them in and 
somehow there was but little time for those 
who handled the big event so mangificently 
to dash off masterpieces of description that 
we just didn't have any details on wliich to go. 
Now, a couple of weeks later, the really in- 
teresting, thrilling stories begin to come in. 
We wanted pictures of all drivers and me- 
chanics and zone man- 
agers, but these mod- 
est fellows apparently 
took no time to pose 
before the camera un- 
til they had done their 
part, got a couple of 
days rest and then leis- 
urely shaved, put on 
the best suit and after 
carefully brushing the 
old pompadour, per- 
mitted the photogra- 
pher to snap their illus- 
trious countenances. 

And so we have had 
to wait. Better late 
than never, of course, 
but it appeals to us 
as being sad that we 
could not have had 
some of these excellent 
pictures before. 

The excuse that the 
mails delayed things 
is hardly valid. Among 
the first pictures to 
arrive were those from 
San Francisco, which 
is farther from Detroit 
than any other point 
along the route of the 
Transcontinental run. 
Two issues of the Triangle have gone by, 
and we just receive a splendid little story of 
the thrills of making the night run West from 
Easton, Pa., to Cumberland, Md. It really 
is too late to make this issue. But it tells — 
and tells mighty well — the story of the car 
sending its brilliant points of light through the 
blackness of the very early morning, the tense- 
ness of the men who were waiting to take turn 
at the wheel. The fast approach of the car. 

Above, Parker Mit- 
chell, below, Don 
Clifton, who handled 
the T. C. care in the 
Columbus zone — 
Wheeling. W. Va., to 
Lima , Ohio , 235 
mile: They did it 
in 7 x /i hour*. 

/N the dawn'* early light the citisene of Rawlins, Wyom- 
ing, were awakened by the roar of the Eeeex Transconti- 
nental U. S. Mail car, eastbound. One of the earliest 
of the birds got the picture above. At the left is a close-up 
of Will Coodale, at the wheel, and Dave Woods, who piloted 
the car from Rawlins into Cheyenne, 291 miles, in 10 
hours, 27 minutes. 

The rush of men with cans of oil and water and 
gasoline. The shouted greetings, the excited 
warnings to watch this or that. The mad 
speed of the car on its way Westward to meet 
unknown difficulties, to undergo the severest 
test ever given a motor car. 

There is the picture that we all would like 
to get, of the ceaseless pounding off of the 
miles; the approach of the dawn; the thrill of 
slippery roads, dangerous curves and terrific 
grades through the mountains; the shouts of 
early-about citizens in the villages as the car 
flashes by. 

On the drivers and mechanics there was a 
terrific strain. To each man in each zone who 
drove, and to the mechanic who was with 
him, there was the one impelling desire — get 
the car through on schedule and turn it over 

Frank Keefe and Clifford Sundin, mechanic and 

driver, respectively, in the Salt Lake zone, from 

Rock Springs to Rawlins, Wyo. 

to the next zone in 
good shape. They 
must take advantage 
of every moment, use 
the utmost skill and 

This was a splendid, 
tremendous sporting 
event. Considering the 
large number of men 
who participated, tak- 
ing turns at the wheel, 
the splendid achieve- 
ments — in all four of 
the runs — speak elo- 
quently for the abilities, 
both as organizers and 
as drivers, of the men 
in the Hudson - Essex 
organizations along the 

The thought must 
come to the average 
man, "These fellows 

Frank D. Heilman 
and J. J. Ryan, who 
did the honors in the 
Philadelphia zone, 
Easton, Pa., to Cum- 
berland, Md. 

Westbound Essex fast mail stops at night for a couple of new drivers at Lima, Ohio, and is greeted 

by a throng of boosters. 

know their business! 
They know the cars 
they sell; they can 
be depended upon. 
They have my profound respect." 

The facts and photographs here give frag- 
ments of the story — the whole of which can 
not, of course, be told, completely — that 
would be as difficult as a complete story of the 
world war, almost. 

Among other records broken en route, we 
learn that D. R. Gan- 
iard of Rock Springs, 
broke the record be- 
tween that point and 
Rawlins, making the 
113 miles in 3 hours, 
11 minutes. Best pre- 
vious time, $ x /i hours. 
Also, the best previous 
time from Salt Lake 
to Ely is 10 hours, 39 
minutes. The Essex 
did it as follows, on 
the four trips: East- 
bound, night, 9 hours, 
10 minutes; West- 
bound, day, 9 hours, 3 

minutes ; Eastbound, night, 9 hours, 9 min- 
utes; Westbound, day, 9 hours, 24 minutes. 

Pearl Andrews did two bits of brilliant 
driving in the Indianapolis zone — Valparaiso 
to Lima in 4 hours, 42 minutes, and Lima to 
Valparaiso in 4 hours, 47 minutes. 

Capt. Snyder, Des 
Moines zone. 

Digitized by 






Bemb - Robinson Co. Dominates State Fair with 
Transcontinental Car and "Trail of the Arrow" 

MORE than 225,000 persons at- 
tended the Michigan State Fair 
at Detroit on Labor Day. And the 
Bemb - Robinson Company, Hudson 
and Essex distributors, is dominat- 
ing the Fair with the Essex. The 
official cars for the Fair bear the 

And unquestionably the greatest 
advertising and merchandising attrac- 
tion of the big state exhibition is "The 
Trail of the Arrow." 

Walter Bemb has a large tent where 
a continuous performance of the great 
Harold L. Arnold picture of the Essex 
in a mad trip across the Mojave desert 
is daily thrilling thousands of Fair 
visitors. In front of the tent, mounted 
on a stand, is one of the four Essex 
record-breaking Transcontinental U. 
S. Mail carriers. 

No private commercial enterprise 
has aroused even half the interest that 
is manifested in the Bemb-Robinson 
"show." People become prospects, 
one after the other, after witnessing a 
screening of "The Trail of the Arrow." 
They go away and talk about it, and 
return with their friends. They are 
interested and convinced. 

On Sunday, the day after the fair 
opened, it rained — and rained hard. 

•The Trail of the Arrotv" Publicity. 

Hundreds of visitors sought shelter in 
the big grand-stand. And while they 
were there, the official Essex cars 
warmed up the oval track. Some 
visitors declared that these stock cars 
made better time than the racing cars 
that performed afterward. 

Walter Bemb declared that if he had 
had any idea how much interest "The 
Trail of the Arrow" would arouse, he 
would have obtained a tent of twice or 
three times the capacity of the tent he 
is now using. 

A "speiler" attracts the attention 
of the passing crowds and explains 
the nature of the entertainment in 
the black tent. Two portable pro- 
jecting machines are used — one for 
each reel. This method obviates the 
the necessity of a pause between 

The recreation director of the De- 
troit Board of Education, who has 
seen the film several times this week 
at the Fair Grounds, said that it was 
far superior to any advertising film 
he ever has seen — and he has han- 
dled hundreds of them in his work at 
the schools. 

The Hudson Motor Car Company 

of Illinois used "The Trail of the Ar- 
row" with similar success at the Illi- 
nois State Fair, held in Springfield. 

"I ran the film five times a day," 
Dupre L. Agnew, advertising man- 
ager, writes, "and managed to collect 
most of the people in the automobile 
exhibit building." 

Mr. Agnew worked out a special 
scheme for showing the picture in day- 
light. By means of a special stand and 

A — Portable projector. 

B — Light-proof pyramid. 

C — Screen made of oiled tracing paper. 

a light-proof "pyramid," he found it 
possible to show the picture in a 
lighted room just as efficiently as in a 
dark room. The accompanying sketch 
shows how it was done. 


Digitized by 



How New York Told the World About the Big Run 

THE Transcontinental Run, Essex Week, 
the fifty-hour triumph at Cincinnati all 
have real sales value. Those who have made 
the most of these opportunities for favorable 
publicity are reaping the benefit. 

On this -page is shown the manner in which 
the Hudson Motor Car Company of New 
York took full advantage of the Transconti- 
nental Runs — so that everybody on Manhat- 
tan island, in Brooklyn and all other sections 
of the Metropolitan district must know that 
it was the Essex that made these remarkable 
record runs. 

There is hardly a prospect on your list — 
nor on the lists of any other motor car dis- 
tributor or dealer — who is not fully aware of 
the tremendous importance of these records. 

Fred L. Brown, wholesale manager of the 
Botterill Automobile Company of Salt Lake 
City writes that since the facts concerning the 
Transcontinental have been made public, 
many tourists have stopped in Salt Lake and 
have inquired for details. 

"During and since the run," says Mr. 
Brown, "I have been besieged with drivers 
of two of the most popular high-priced cars 

seeking information about the Essex per- 
formance. And of one accord they say they 
do not see how in the wide world anyone can 
make a car that would come from San Fran- 
sisco to Salt Lake in 28 hours or go from Ely 
to Cheyenne in 26 hours. 

"Just this afternoon a party of four men 
driving from Buffalo to Los Angeles came 
into the store and went over our maps and 
the running time of our cars, and they were 
greatly astonished when we showed them our 
average time was better than 26 miles per 
hour from Cheyenne to Ely, and they all 
swore they thought a car driven faster than 
15 m. p. h. over these roads would have 
nothing left but the steering wheel." 

Here you have aroused an interest that 
unquestionably will bring results. These 
tourists are men who drive expensive cars — 
and yet their expensive cars do not give them 
the speed and endurance they want. They 
are prospects. They are tremendously in- 
terested in the Essex. They are the type of 
men who own three to five different cars. 
They want one car, at least, for hard work 
and speed. Every man of that type is a live 

Essex prospect, whether he fully realizes it 
or not — because the Essex is his type of 
car. It will do the work he demands of a car. 
There is in Mr. Brown's letter an instance 
of the tremendous pull that wide publicity 
given to the Essex records exerts. Especially 
those persons who drive long distances must 
be interested in the details of the Trans- 

The advice of the Factory Sales Depart- 
ment is to make sure that you have supplied 
every such man on your list with the com- 
plete facts concerning these four tremendously 
important runs across the continent. More- 
over, he should be followed up, immediately, 
with a call from a salesman who talks his own 

And do not let the achievements of Essex 
Week fall into the discard. They eloquently 
back up the facts concerning the Transcon- 
tinental Run, and make even more impressive 
the truth — that Essex cars, generally, 
perform in keeping with those cars that 
carried United States Mail back and forth 
across the continent faster than it ever has 
been carried before. 

The San Francisco Bulletin Found the Run Worth a Front Page "Screamer.' 

Digitized by LiOOQ IC 


Essex Runs Down Speeder 

EF. BUCKLEY, salesman for the Kennedy Motor 
Co., Newark, N. J., had been reading the little 
envelope stuffer entitled "Go and the Essex Goes." He 
was telling Joseph Chapman, State Vehicle Inspector, 
about it as the two rolled down a beautiful stretch of 
level road one afternoon in an Essex that had just been 
traded in on another model after being driven 28,000 

As he was finishing the story, there was a sudden roar, 
and a famous twelve cylinder touring car swept past at 
racing speed. 

"Go and get it!" demanded the state official. 

A pleased grin was Buckley's only answer as he stepped 
on the accelerator. 

The big car was almost out of sight when the pursuit 
started, but the Essex rapidly cut down the lead until 
a good stretch of road was reached when the little green 
car drew alongside its larger rival. 

The speedometer was registering just 68 miles an hour 
when the inspector was able to vindicate the majesty of 
the law by haling another speed law violator before the 
bar of justice. 

"Sixty-eight miles is nothing, even if she has covered 
28,000 miles/' said Buckley, proudly. "Why, I've had her 
up to seventy-two!" 

The Essex in question was taken in for $1300 and 
repainted. It was immediately resold for $1450. 

Marshal Joffre Visits Barcelona 

You Might Call It 'The All-Purpose 

Marshal Joffre recently paid a visit to Barcelona, Spain , 
where he received a great ovation, such as was due to the noted 
commander of the French armies. It was the pleasure of the 
Hudson and Essex dealer in Barcelona to put a Super-six limou- 
sine at the disposal of the distinguished war hero while he was 
a guest in the city of Barcelona — unquestionably a very fine 
compliment for a very fine American car. 

Gibson Lays Claim to Resale Prize 
for E. E. Chance 

J A. GIBSON of the McClelland Gentry Motor Co., has been reading 
. the items in The Triangle about the "Essex resale contest." He is 
thoroughly disgusted with the report of only $1775 for an Essex that 
had been driven a mere 12000 miles. 

"This forces me from cover," he contribs: 

"The Alva Hudson Motor Sales Co., Alva, Okla., purchased one of 
the first Essex delivered in the State of Oklahoma and Mr." Chance, 
of the partners in this firm, drove the car, fell in love with it and 
immediately put his sign on that particular Essex for his very own, 
drove the car 25,277 miles by May 1st, 1920, on which date he sold 
car for $1500 CASH and ANOTHER CAR THROWN IN. 

You can send the prize to Mr. E. E. Chance and close the contest for 
some time. 

TX7E don't know that we exactly approve of using the Essex for 
V * such purposes as this, but it unquestionably shows something 
of the pulling power of the car that bears the hexagon. 

The photograph shows a car owned by R. J. McMurray of the 
Nuco CHI Company at Okmulgee, Okla., loading sections of oil well 
casings on a truck. Each joint weighs approximately 900 pounds. 

Mr. McMurray finds the Essex equal to the most severe service 
demanded of an automobile in the oil fields. He recently notified Wil- 
son Riley of the Clay C. Smith Motor Co., that he tipped over a 40 
h. p. boiler by hitching on the Essex, after ordinary methods had 

Transcontinental Car Breaks 
'Nother Record 

IF anybody thinks that the Essex cars were laid up 
after carrying Uncle Sam's mail between New 
York and San Francisco he is much mistaken. The 
Botterill Automobile company of Salt Lake wires 
that L. L. Hains, on the night of September second, 
drove Transcontinental Essex Mail Car No. 6 from 
Ogden, Utah, to Logan, 55^ miles, in 82 minutes. 
This breaks the former record made during Essex 
Week by four minutes, and is fifteen minutes faster 
than any other make of car ever did it. Number Six 
has been in demonstration service in Salt Lake City, 
where it was driven after finishing its record run in 
San Francisco. 

Mrs* Tower and Sons Rediscover the 
Yellowstone Country 

]V>rRS. E. J. TOWER, of Oakland, Garrett County, Maryland, 
* YA and her two sons, 15 and 10 years of age, recently went 
adventuring through the west in their Super-Six. 

Sixty -five hundred miles weie covered on their journey from 
their home town to Yellowstone Park and return. Fifteen states 
were passed through enroute over roads already made, those in 
process of making, desert roads, mountain roads — in fact, every 
kind of roads, and of course the Super never faltered. 

A complete camping outfit was carried and camp pitched at 
the end of each day. 

Mrs. Tower intends to go through to the Pacific Coast next 
year and it will be behind the wheel of a Hudson, she says, as 
the courteous service she received on her travels from the various 
service stations sold her completely on the Hudson organization. 

Digitized by 



The Car of Kings and Kings To Be 

King Alfonzo, of Spain, a remarkably active and one of the best- 
loved monarchs on the European Continent, is a splendid judge of 
motor cars because he drives them hard and fast. He is a great admirer 
of the Hudson, and owns three Super-Sixes. In the above photograph, 
he is shown as he is about to take a drive about the city of Barcelona. 

The Prince of Wales, heir to the British throne and idol of the 
British people, recently visited Perth, Western Australia, in his long 
journey to various parts of the British domain. Beneath the familiar 
triangle, which denotes that the car is a Hudson Super- Six, will be 
noted the Prince's feather, such as is borne by only the cars of royalty. 

Essex Just .Takes 3 of 4 
Juarez Races 

The Essex just took three of the four 
races staged at Juarez, Mexico, as a 
Labor Day event — that's all. 

The events were open to all cars, 
regardless of price or class. The time for 
the twenty-mile free-for-all was twenty- 
two minutes and thirty-six seconds. 

Time for the other races was better 
than a mile a minute. 

A Brief Lesson in Frame 

HP HE frame is the foundation of the chassis 
A and in the Hudson and Essex special 
care has been taken to construct a frame able 
to withstand the variable strains to which a 
car is continually subjected. 

The frames of both cars are identical in 
construction, with the exception of measure- 
ments. They are of special grade pressed 
steel, heat-treated. 

The channels are much deeper than in the 
average car. The Hudson has a section 7" 
high, 2\i* wide and A" thick, while the 
Essex measurements are 6" high, 2" wide and 
■fc* thick. These measurements, length and 
and number of cross members, one less being 
needed on the Essex owing to its shorter wheel 
base, form the only differences in the construc- 
tion of Hudson and Essex frames. 

These cross members are worthy of atten- 
tion; especially the rear and front tubes 
which are made of steel tubing. There are 
not over a half dozen manufacturers using 
steel tubing at these points owing to its high 
cost. Quite a few have tubing at the same 
points but they are made of gas pipe and do 
not contribute to the rigidity or protect and 
support the frames as intended. 

There are also four additional cross-mem- 
bers in the Hudson and three in the Essex. 
These are riveted to the top, side and bottom 
of the frame after the manner of bridge 

The above part is just one of the many 
points that contribute to the strength and 
sturdiness of the Hudson Super-Six and 





uwuuu •• ijrvi* cite 

Afternoons and Evenings at Halloween Park 
for One Week 

The "dodger" reproduced here was dropped 
from an airplane in the vicinity of Stamford, 
Conn., together with thousands of others, 
which were eagerly caught and read by thou- 
sands of people. 

These photographs of Walter Larson and 
D. R. Ganiard, who drove the Essex Trans- 
continental mail cars between Rock Springs 
and Evanston, Wyo., came late, but they are 
none the less welcome. 

Takes First Money in 
Minnesota Races 

Essex, owned by R. B. Loubeck, 
Bismarck, N. D. f driven by Tex Har- 
kins, won first money in races at Thief 
River Falls, Minn., on September 5. 
These races were conducted by the 
American Legion and were open to all 
comers. Besides winning, the Essex 
set a new record for the Thief River 
Falls Track. 

New Pittsburgh -Florida Record 
Set by Albright 

H. J. Albright of the McCrea- Albright Co., 
St. Petersburg, Fla., claims the record from 
St. Petersburg to Pittsburgh, Pa. Mr. Al- 
bright has just completed the round trip by 
the "eastern route," which touches the follow- 
ing cities: Brooksville, Fla., Gainesville, 
Lake City, Valdosta, Ga., Macon, Augusta, 
Columbia, S. C, Raleigh, N. C, Richmond, 
Va., Washington, D. C, Hagerstown, Md.„ 
Little Washington, Pa., and Pittsburgh. 

Mr. Albright, accompanied by Mrs. Al- 
bright, made the drive north in six days. The 
return trip required seven days, inasmuch as 
rainy weather made road conditions bad. 
They were away seven weeks and the Essex, 
which had previously seen 3,500 miles of 
service, used 1 72 gallons of gas on the entire 
journey of 3639 miles — an average of 21 
miles per gallon. 

The best previous record from St. Peters- 
burg to Pittsburgh was made by a Hudson 
Super -Six, according to Mr. Albright, in 
seven days. 

Essex Sedan Replaces Costly 
Big Car 

The Essex Sedan I purchased several 
months ago has surpassed my every expecta- 
tion by its performance from every stand- 
point. The mileage on gas, oil and tires sur- 
passes that of any machine I have ever owned. 
On hills and on the level, in traffic and in all 
kinds of weather it has done such good work 
for me that I have laid up my big car and use? 
this Essex Sedan constantly. 

— W. A. KELLY, Newark, N. J. 

Digitized by 


Digitized by 



The Credit Bugaboo 

FOR SIX WEEKS or more the 
National Automobile Chamber of 
Commerce and other organizations, 
both national and local in various 
communities, have been "re-selling" 
the automobile to the American pub- 
lic. Numerous favorable editorials 
from newspapers have been sent out, 
also, and given wide circulation. 

This is a natural and a healthy 
reaction to the recent unfavorable 
attitude taken by many of the banks 
of the country toward the automobile. 
It is to be hoped that this propaganda 
has done good and that very soon the 
attitude of the banks will be changed 
to one of greater leniency and more 
common sense. 

But suppose the bankers, in their 
wisdom, find that they must adhere 
to their present attitude. What then? 

It is unquestionably the wise thing 
to protest, and protest vigorously, 
when an injury is being done to our 
industry. But, as one of Will Shakes- 
peare's characters so aptly com- 
mented, there is such a thing as pro- 
testing too much. 

If the factory were to sympathize 
with every salesman, saying, "It's 
too bad, boys. It's a shame. We cer- 
tainly are abused. But there's nothing 
we can do," what would be the result? 

That is the sort of talk that arouses 
self-pity and makes men sit and do 

Nearly every one of the editorials 
above mentioned gives convincing 
arguments that the automobile is a 
highly necessary institution and that 
if automobiles were suddenly wiped 

Essex Helps Greet Aviators 
in Tokio 

Traffic Department Turns a New Trick 

When Japan wants to make any event a 
success the Essex is called to the front, as 

All of Tokio turned out to welcome the two 
aviators, Masiero and Ferrarin, at the con- 
clusion of their long flight from Rome to 
Tokio, with the Essex in the lead. 

The Japan Automobile Company, who 
handle the Essex in the land of Mikado, made 
all decoration shown on the Essex in the 
picture at their own place of business and the 
Essex vied with the aviators for the center of 
the spotlight. We don't wonder that it did. 
JDo you? 

The Traffic Department has developed a new method of increasing the capacity of 
railroad "gondolas" in sending Essex cars, carefully boxed for export shipment, to seaboard 
ports. The accompanying photograph shows how it is done and how carefully and securely 
cars must be made ready for their overseas journeys. 

out of existence the world would be 
in a sad plight. Of course it would. 

And our point is just this — You 
can prove that the automobile is 
highly necessary by showing that 
people will buy them in the face 
of the unfavorable attitude of the 

And you can prove it much more 
conclusively by this method than by 
quoting from editorials, no matter 
how well-written and how authorita- 
tive they may be. 

The banks may come to a more 
lenient ruling. And they may not. 

Your job is to sell automobiles, no 
matter what the banks do. The banks 
may have made it harder work — they 
have t without any doubt, made it 
harder work. 

There is just one way to finish a 
hard job — you know what that is. 

And so, while you have every right 
to be highly indignant over the with- 
drawal of credit to motor car pur- 
chasers, you really have not time 
to spend voicing that indignation 
during your working hours. 

Give the prospect the same big, 
wide smile. "Yes," you may say to 
him, "the banks are acting up, darn 
'em. But did you notice what the 
Essex did on the Transcontinental ?" 

WE suggest that dealers 
use the first cover page 
of this number of the Tri- 
angle for window display 

Dealer Shows Originality in 
Rural Advertising 

JAMES M. KNIGHT, Wiscasset, Me., has 
done a neat bit of dealer advertising in the 
"Lincoln County News," calling particular 
attention to the performance of the Hudson 
and Essex cars in his territory. 

His two-column, five-inch newspaper adver- 
tisement is reproduced in The Triangle as an 
example of good copy for a rural community : 

A man in Wiscasset drove a Hudson 
Super-Six 40,000 miles, turned it in to the 
Company, got homesick for it, bought it 
back again and with minor repairs has 
started on his second 40,000. 

Do you know that an Essex car will 
go faster than one dares drive; that an 
Essex Stock Car has been driven 60.7 
miles an hour for fifty hours; that a gal- 
lon of gasoline will carry it twenty miles; 
a set of tires 20,000 miles; that it comes 
equipped with everything a first-class 
car ought to have; that with its shock 
absorbers and fifty-four inch springs you 
can ride over even Lincoln County roads 
and negotiate the bumpity bumps with- 
out being in the air half the time; that 
for all round excellence you can hunt 
over all creation for a better car, but you 
can't find it, for "there aint no such 

Here's An Owner's Reaction 
on Essex Week 

Joseph Smith, Morley, Calif., writes: "I 
bought an Essex car two months ago and it 
is one of the best cars that I have seen. It 
goes about 21 miles to the gallon of gasoline. 
I make the hills on high and it goes as fast 
as a bird flies in the air. An Essex climbed 
Simson's Rest at Trinidad, Colo., and no car 
has ever done it before. I am very proud of 
my Essex and hope I will get good service 
out of it." 

Digitized by 



Fort Dodge Chief 

Captures Burglar by 

Super- Six Methods 

Fort Dodge, la., starting out to capture 
a motor car pirate, took no chances. He 
picked out a Super-Six and — 

Well, let's repeat what the Fort Dodge 
Messenger had to say about it, which is as 

Norwin Odell, held in the city jail for the police at 
Waterloo on a charge of robbing the Eagle Lodge 
headquarters Monday night of $750, can tell the 
imprisoned world today that it takes more than a 
good start and a motor car to slip away from the 
combination of a daring police chief, a skillful 
chauffeur and a Hudson Super-Six. 

The "get'em" combination which featured in the 
sensational chase about the city streets and boule- 
vards last night and resulted in the arrest of the 
alleged felon, are Chief of Police Flattery, Fred Kraft 
and the Hudson touring car owned by the latter. 

Chief Flattery, accompanied by an officer from 
Waterloo wno knew the fugitive automobile driver, 
arrived Monday evening on the 8 o'clock I. C. pas- 
senger. Walking up town from the railway station 
Chief Flattery and the Waterloo officer spied what 
they believed to be their man. The car, in which 
there was also another passenger, was just starting 
east from "Andy's Home" on First avenue south. 

There was no time to get the city patrol, or 
Chief Flattery s private touring car. The other 
car with the burglar suspect at the wheel was 
already turning south at the Gillman drug store 
corner. Chief Flattery glanced at the string of 
boats parked along the curbing and made his selec- 
tion. He stepped up to Kraft, just about to leave. 
"How about a ride. We want to follow that car 
up the street." 

"Hop in," said Kraft,'and the'chase was on. 

Reaching the corner of Seventh street and First 
Avenue South the pursuing party found the car 
already out of sight. The official car swung to the 
east on Second avenue south. An auto, presumably 
the fugitive, was seen going up Second avenue south 
at a fast clip. Stepping on the accelerator the Hud- 
son driver reached Twelfth street and Second avenue 
south in short order but the pursued car had again 

Chase Through Crowded Streets 

They went south and west again on Third avenue. 
This time the car, going better than twenty miles 
per hour, was not so far ahead. The fleeing auto 
with the Hudson drawing closer block by block 
turned south, and reached Fair Oaks. They hit 
the road leading into the park and the officers, think- 
ing that they would follow the drive, thanked their 
lucky stars that their quarry would be cornered at 
last. But the fleeing suspects seemingly reading 
the thoughts of their pursuers, changed their minds, 
turned the car sharply from its course into the park, 
narrowly avoiding a spill, and reached the street 
again. Several times the racing autos passed through 
sections of the city congested with cars but the driv- 
ers at both wheels navigated their cars dexterously 
and by many a curve to the right and left "missed 
them all." The circuitous course taken by the flee- 
ing auto indicated that the fugitives were at a loss 
to find a thoroughfare leading out of the city. 

Attempt after attempt was made to crowd the 
car against the curbing and bring about a forced 
halt. Odell, however, understanding their tactics 
avoided the curbing, held his ground and sped ahead. 

Seeing the futility of ever bringing the car to 
a standstill by that method Chief Flattery instructed 
Kraft to maneouver for a favorable broadside posi- 
tion. Detailing himself as a boarding party of one 
Chief Flattery stepped out on the running board 
of the Hudson and "stood by." The officer from 
Waterloo held his breath when he saw what his 
brother official was up to for he knew that a revolver 
had been stolen from the Lodge hall at Waterloo and 
chances were good that one of the men was armed. 
Seeing the car drawing up with the chief extending 
from the side Odell 's companion jumped over the 
side. "That's not our man," yelled the Waterloo 
policeman. Both cars minus one passenger sped on 

"Bulldog gin g the Steer" 

The autos almost abreast were now going south 
on Fourteenth street at a rate of better than twenty- 
five miles per. Chief Flattery in the position of a 
fighting aea captain about to board an enemy schoon- 
er, although minus the cutlass, stood on the running 
board set for changing cars. When the cars were 
running parallel Chief Flattery took to the air land- 
ing on the opposite car with both feet on the 
running board, one hand about the driver's neck 
and the other on the throttle. The driver and the 
car were being simultaneously choked. The car 
ceased to navigate from want of gas and Odell hard 
pressed for want of wind held up his hands in an 
attitude of unconditional surrender. The conquer- 
ing chief and the neighbor officer brought the car 
and prisoner back to headquarters. Chief Jones of 
Waterloo was notified of the arrest and is expected 
to arrive today at noon. 

His Honor, the Mayor, Was More Than Right 


san fpancisco August 4,1920. 

Honorable John F. Hylan, 
Mayor of New York City, 
New York, W. Y. 

Dear ?£ayor Hylan: 

This letter of greeting will reach you via 
automobile mail-- an Essex motor car being about to 
leave this city for New York to demonstrate that in 
the case of a railway tie-up on account of strikes 
or other causes, mail can be carried across the 
continent by automobiles with almost the same dis- 
patch that the railways ordinarily handle it. 

It is only three or four years a^o f that a trip 
across the continent in a motor car was quite a 
heralded event, but thanks to increased "dependability 
of automobiles and the improvement of highways it is 
today a very common occurrence for even the most 
amateurish driver to pilot his gasoline "steed" from 
ocean to ocean. 

Let us hope that the time is not far distant 
when the ribbon of highway from the Atlantic to the 
Pacific will be in such shape that the marvellous achieve- 
ment which the carrier of this commuuic*tibn hopes to 
establish will be but an ordinary event. 

With kindest personal regards and the hope 
that the arrival of the automobile mail car in New 
York, will be as auspicious as its deoarture from this 
city, I am, 

Ver^T«incerely yours, 

er" •' 
^—— ' -"~^// 

' • " 'V 


"Supreme Test" Given Three Cars in West 
Proves Every Essex Sells Another 

A N ordinary rental service is one 
*"■ of the hardest tests to which 
any car can be subjected, but think 
how much more severe it is when the 
cars are rented without drivers! Then 
read the following letter from Parsons 
Brothers, Los Angeles, regarding the 
three Essex they are using for this 
kind of work: 

"At the present time we have three 
Essex in use, although we have placed 
an order for three more. They rent 
at $1.75 per hour, $15.00 per ten hour 
day, $60 per week and $160 per month. 
A deposit of $50 is required on a day 
or less hire, $125 on a week and $300 
on a month's rental. 

"We have found the Essex a very 
popular rent car and our service has 
developed many an Essex buyer. 

"The upkeep has been far below 
normal — a big factor in this line of 
endeavor, since a car is put to the 

supreme test, considering various 
drivers of questionable ability and 
the number of hours in service each 
day without the proper attention from 

"Our cars were purchased in Nov., 
1919, and to date the only expense 
has been grinding valves, outside of 
the ordinary cleaning and oiling. 

"We have over 50 cars of different 
makes in the service at present and 
placed the Essex in our fleet on 
trial, practically an unknown car. 
The experience has proved very satis- 
factory and we expect to add sub- 
stantially to the present number in 
the near future/ ' 

CTUDY the past if you 
^ would divine the future. — 

Digitized by 



Lost Lamb of a Sale Brought 
Into Fold 

TDY THE time you have read this far into 
this number of The Triangle, you may 
be of the opinion that it is all parables and 
preaching. And that's about right. 

The text this morning, gentlemen, is taken 
from an experience of the Twin City Motor 
Co., Minneapolis, Minn. 

And it came to pass that Upham called his 
salesmen about him and spoke unto them, 

"It is meet to keep in touch with the owner. 
He is one noble guy, the owner. So let no 
day pass whose low descending sun finds you 
without having made a call upon a Hudson 
or Essex owner." 

The World's Largest Service Building Nearly Ready 

for Occupation 

And as the days passed, the boys called 
upon the owners. And one, a Hudson owner, 
raised up his voice and said: 

"Lo, why does the Twin City Motor Com- 
pany thus honor me with a call? I have had 
my car nigh unto two years and no salesman 
hath called upon me before. What dost thou 
have up thy sleeve at this moment?" 

Whereupon the salesman did blush for 
shame and did make reply: "Sir, I am pros- 
trate with grief. It is no less than a darned 
shame that you have not been called upon 
before this. But, sir, believe me, I am calling 
to inquire after your health and to express 
the hope that your car runneth not to the 
contrary and giveth you good, comfortable, 
reliable transportation." 

"Yea," replied the owner, "it doth all of this 
and more. But it is high time I owned a 
new car. And it may interest you to know 
that I have placed an order for a (naming a 
high-priced car made by a competitor)." 

Whereupon the salesman smote himself 
upon the bean and cried aloud in agony that 
he had overlooked a bet. 

And when the salesman had made him 
ready to depart, the owner again lifted up 
his voice saying, "Stay, friend. I may have 
need of thee. Couldst, by any chance, give 
me prompt delivery of a coupe?" 

"Ah, sir," cried the poor salesman, "Indeed 
I couldst. Even now there is a coupe upon 
the salesroom floor that I could deliver unto 

"Ah, then," returned the owner, "I shall 
drop in upon thee the morrow to look upon 
this vehicle." 

"Nay, sir," cried the salesman, "Do not 
procrastinate. Put it not off until the 
morrow. Come with me even now and let us 
hie to the salesroom." 

And so it came to pass that the owner rode 
to the busy marts with the salesman and 
looked upon the coupe and found it much to 
his liking. Whereupon he bought it at once 
and cancelled his order for the car made by 
our competitor. 

Consequently, when the tale came to the 
ears of Upham, he gave thanks and said 
something that sounded strangely like "I 
told you so." 

Thus endeth the reading of the lesson. 
Never forget an owner. If his car is giving 
him a bit of trouble, urge him to drive at 
once to the service station and see that he 
gets service. He is a great friend and help. 
He is the great source of live prospects. 
Here was a sale that was lost and Upham's 
system found it and brought it back into the 

"\X7AITING for a part," is a phrase you seldom hear from a Hudson or Essex owner. 

* * Service, with a capital S, has always been a watchword throughout the entire organ- 

To further facilitate this policy the above building was planned and is now nearing comple- 
tion. It is situated on the rear of the property occupied by the main plant and will be the 
largest building in the world devoted exclusively to service and parts shipments. It will be 
six stories high, eighty feet wide and an entire block long (584 ft.). Parts service to Hudson 
and Essex distributors will be handled in a way never before attempted. 

All activities of the Service department, technical service, claims, claims receiving, service 
repair, service printing, stock, parts shipments will be carried on within its walls. 

All orders, as far as possible, will be handled on a 12-hour basis with a gravity conveyor sys- 
tem. There will be no actual handling of shipments from the time the parts leave their re- 
spective bins until they are wrapped and placed on the shipping dock. 

Despite the fact that a stock of $1,000,000 worth of parts is kept on hand at all times the 
phenomenal growth of Hudson and Essex during the last year has made it practically impos- 
sible to keep pace with the present equipment. Now, with this building, an order can be 
received and filled the same day. 

The above view was taken on August 30th from the roof of the power building. 

Labor Day Sees Hudson -Essex Triumphant 

T ABOR DAY was a sad one for compet- 
"^ itors in districts where Messrs. Essex and 
Hudson went on the rampage. 

"Hudson Captures Heavy Car and Free- 
For-All at Pablo" was the familiar headline 
that greeted Jacksonville folks the morning 
following Labor's holiday. We say familiar, 
because the same Super-Six repeated its 
performance of the year before. 

The Super-Six crossed the tape at the end 
of the thirty-mile big car race in front of 
seven competitors, while it gave its dust to 
twelve in the free-for-all. The last event was 
the feature event of the day. The Hudson's 
time was 48 minutes for the 50 miles. Andy 
Andrew was the pilot in both events. 

William T. Jacobs, Essex dealer at Bell- adventuring on the same day, so he hiked up 
buckle, Tenn., thought he would do a little to Nashville with an Essex roadster and made 

an open challenge to any stock car in the city 
for a race at Cumberland Park during the 
Labor Day celebration. 

No one would take him on. So "Bill" got 
peeved and put the Essex on the track against 
time. He did five miles in five minutes and 
nineteen seconds. The only fault Bill has to 
find after his stunt is that now it will be 
harder than ever for him to get any one to 
take up his challenge. 

Last week's Triangle covered the Labor 
Day performance of the Essex at the Juarez 
track, where she copped three out of four 
events against the field. 

This is all we have at present, but we know 
that the cars of the "Big Family" were on 
the job at other points. Let us know what 
you did. 

Digitized by 



25,1920 dumber 45 

iy Proofs Every Essex 
desman Can Use 

icts from the Botterill Automobile Com- 
', that every salesman in the ESSEX or- 
:o splendid advantage. 

JSON, of Salt Lake City, has completed 
nteresting trip from Salt Lake to Los 
: car. 


) miles. 


• adults in car. 

lit cases in car. 

age on running boards. 

soline consumed. 

e for gas about 40c. 




>st $ 5.08 

for same trip, each 37.00 

s upon the easy riding qualities of the 

:o stand the trip without any hardships 
itself is some tribute to easy riding qual- 
, for she is crippled with rheumatism so 
toss an ordinary room without great 
crutches.' ' 

/as more practical or more convincing 
liis that the motor car offers the utmost 
Drtation. In most sections of the United 
out of the year, motor car owners can 
greater comfort and at less expense by 
>iles than in railroad travel. 

le Essex, more than any car, offers this 
ans of economical transportation. To 
jpective buyer, who plans not only the 
use of his car in town, but also plans 
ours, such facts as these make a very 
t and telling appeal. 

g '- ■ Digitized by GOOS 


The Start is Shown — Also the Finish — Enough Said 

Obviously, it is not necessary to say 
very much about the accompanying pic- 
tures. The place was Superior, Wiscon- 

Essex is Traded in on Sedan 
After 9,000 Miles Service 

TX7HAT greater tribute could there 
Y v be to the inherent quality of a 
car than that an owner who has driven 
one more than 9,000 miles thinks 
enough of it to travel a couple of hun- 
dred miles and face a long delay in 
order to obtain delivery of a different 
model of the same make? 

But that is exactly what was done 
by one Essex owner, A. R. McClellan, 
of Hanford, Calif. Mr. McClellan 
bought an Essex Phaeton on April 1, 
1919, and had driven it 9,264 miles 
when he decided to trade it in on an 
Essex Sedan because his wife wanted 
an enclosed car. 

"I have driven my Essex touring 
car all over the Sierras and the 
Yosemite valley," said Mr. McClel- 
lan, "and in all that time my repair 
bill was only $1.80, and that was no 
fault of the car. A mechanic broke 
an oil connection in an effort to tighten 
it, costing $1, and faulty adjustment 
burned out part of one brake lining, 
and the material for repairs cost 80 
cents. I did the work on the brake 

To obtain his Sedan, Mr. McClellan 
was obliged to drive 214 miles, from 
Hanford to Oakland, after some delay 
in obtaining delivery. That he was 
willing to do so simply goes to prove 
the slogan: "Every Essex Car Sells 

Sees Races; Goes In and 
Orders Essex 

In a letter to the factory, C. A. Lord of the 
Lord Auto Company, Lincoln, Nebr., shows 
the help that contests give in selling cars. His 
letter is as follows: 

"I congratulate you on the showing made 
by the Essex in the races at Lincoln. Had it 
not been for a steering arm which bent when 
number '7' skidded, the two Essex cars would 
have won first and second in every event, but 
did not have time to get a new steering arm 
put in before the races were called, conse- 
quently number '7' had to be run with the 
front wheels not in proper pitch. Even at 
that, number '7' got third money in the ten 
mile race. 

"The boys who were here were certainly 
fine fellows and we took great delight in our 
visit with them and it made us mighty proud 
of the Essex. 

"We got some nice publicity in the State 
papers and the Essex today is the biggest 
small car in the State of Nebraska. 

"As an illustration of what this race did, 
we had one direct sale as a result. A man 
from Seward saw the races. He drove back 
to Seward that evening, stopping at the Had- 
ley and Powers Garage, who are our Essex 
dealers at Seward, and said to Mr. Hadley : 'I 
have been to the State Fair and saw that 
Essex clean up the bunch and believe me, I 
want one,' and left an order for one to be 
delivered the twentieth of this month, so I 
guess this was a direct result without any 

IT isn't enough to work your 
mind; you must mind your 
work. — Roosevelt. 

R. V. Law Having Big Success 
with Film 

This concerns what the R. V. Law Motor 
Co., Indianapolis, is doing with the great 
film "The Trail of the Arrow." 

"It is showing this week at one of the three 
better theatres in town, a continuous vaude- 
ville and picture show house which has a 
seating capacity of 3500, and is usually sold 
out almost to the point of standing room at 
all times. Next week this film will be run 
in another down-town theater of slightly less 
importance. All the suburban picture show 
men have been invited to see the film and the 
prospects now are that we will keep it in 
different parts of Indianapolis for the next 
five weeks. 

"We have placed the proposition before 
our dealers on a definite program and have 
received splendid co-operation, so that it 
looks to us as though we would be able to 
cover our territory in splendid shape, and 
not have it idle for a moment for at least the 
balance of the year." 

Orders are still coming in for this film, and 
we are still prepared to handle other orders. 
Distributors who have not seen the film 
should get into touch with the nearest dis- 
tributor who is using it. There is no question 
about it, "The Trail of the Arrow" is one of 
the very best films of its kind ever filmed 
and, if properly used, will be a great force 
for producing sales. 

Through Fence, Back on 
Track; Wins 

Bluefield, W. Va., is just about a 100 per 
cent Essex town since the races on the last 
day of the Bluefield Fair, September 11. 
Concerning this great event, staged under the 
auspices of the American Legion, the Blue- 
field Daily Telegraph said, in part: 

"The most thrilling event on the day's 
program was the ten-mile free-for-all automo- 
bile race, which resulted in a bad spill of one 
of the cars and the miraculous escape of the 
driver and mechanic. This was the Essex car, 
the favorite, driven by Chester Crowell. In 
making the curve at the east side of the track 
the car plunged through the inside fence, 
tearing down several posts, ran for a consider- 
able distance and made another plunge into 
the fence, then turned over on the opposite 
side of the track. The driver and mechanic 
remained in the car until it was overturned. 
The radiator, steering apparatus and other 
parts of the car were badly damaged. It was 
then removed to the pit and again assembled 
from a stock car and entered in the big fifteen 
mile race and won with ease. 

Although the Essex, driven by Chester 
Crowell, had an easy walk-away in the fifteen- 
mile free-for-all event, the racing between 
several of the cars for second and third places 
was very exciting. The Essex gained a lap 
on all cars, except one. 

An Idaho Indian and His 

Here is one of America's first citizens and 
America's first car. Permit us to present 
Mr. Sundown Jackson of the Nezperce tribe 
and his Hudson Super-Six, in front of Frank 
J. MacDonald's sales room at Le wist on, 

Digitized by 


A Missouri Home and a Super-Six Screen Stars Youngest Essex Owners 

Here is the home of an enthusiastic Hudson owner, Col. W. I. 
DifFenderfer, of Lebanon, Mo., a former member of the Governors 
staff and a man well-known throughout Missouri. The well-known 
white triangle will be noted on the car in the driveway, and the 
Colonel himself is standing nearby. 

Where Other Cars Fail, the Essex Goes 

When H. J. Skinner, of Great Falls, Mont., purchased his Essex 
last Spring, he had doubts of its ability to climb some of the severe 
grades to his mountain ranch. "I gave the little car a full test Sun- 
day/' he testifies, "and she convinced us beyond all doubt, that she's 
the biggest little car we have ever run across, going up a grade on the 
main range of the Rockies that a number of cars have failed to make." 

Cincinnati Essex Owner Drives to 

Misses Katherine and Jane Lee are the youngest Essex owners on 
our records, and among the most noted. These young ladies have 
played successfully in a number of motion picture productions and are 
now showing their talents on the Keith vaudeville circuit. 

They are driven by their mother to and from their engagements 
and on their Sunday outings and the Essex is always ready. The 
car was recently delivered to them by Mr. Losee of the Hudson 
Motor Car Company of New York. 

Motor Starts on Compression After Nine 
Years' Service 

A motor that will start on compression after nine years and four 
months of daily service is exceptional, even in a car that bears the 

The car is a model 33, owned by W. B. Odom of Hondo, Texas. 
He purchased the car on April 28, 1911, and has driven it about 
100,000 miles, mostly over country roads, at an expense of less than 
$100 for repair parts and labor. 

Mr. Odom is very proud of this car and C. A. Roberts who delivered 
the car to him, says in his letter to the factory that he just had to 
write and tell us about it. 

From the Hudson-Essex Factory for Service 
in Foreign Lands 

EH. THIESING of Cincinnati, Ohio, recently made his first long 
. tour in his Essex, from Cincinnati to Washington, a distance of 
585 miles, to attend the annual convention of the American Pharma- 
ceutical Association. 

From two to three hundred miles of this journey was over moun- 
tain roads some of which reached elevations that took the party into 
the clouds at times. On one occasion the clouds were so dense that one 
of the tourists was required to guide the driver by looking over the 
side of the car, at which time the car traveled not over three or four 
miles per hour. 

"No roads were too steep for the Essex, all being taken without 
stop, nor did she overheat once on the longest mountain road, though 
we passed many cars on the side of the road that were pausing to cool 
off, or for refilling radiators," Mr. Thiesing proudly testified. 

Used Hudson Phaeton Still Holds 
Hig'.i Value 

The Portland branch of The Henley-Kimball Company has just 
sold a Model H Phaeton for $1400 to E. C. Bowler, publisher of the 
Daily Eastern Argus, one of Maine's foremost newspapers. When 
you stop to consider that this was twenty-five dollars more than the 
car sold for after being in constant use for five years, it only goes to 
prove the value of the Super-Six as compared with other cars. 

THIS is the kind of treatment Mr. Essex or Mr. Hudson gets when 
he is all bundled up to go to South Africa or New Zealand or 
Japan or South America or the British Isles — in any and all of which 
he is a very popular motor car. Consequently, it is the combined 
business of the factory export department and the traffic department 
to see that cars to be shipped overseas must be very carefully and very 
securely boxed and packed. It is a matter of pride in these depart- 
ments that Hudson and Essex cars are almost invariably delivered 
to our neighbors across the oceans in first-class condition. 

After 13,000 Miles of Service 

This is what C. R. Bates of the Dermott Land and Lumber Co., 
Dermott, Ark., thinks about the company's Super-Six after having 
driven it more than 13,000 miles: "It has given very little trouble," 
he says, "and as we have owned several other makes of cars and had 
experience with them, we are thoroughly convinced that the Hudson 
Super-Six is the best car, price considered, on the American market 
today, for Arkansas roads." 

Digitized by 



Four -Day Tour in England 

Su ^w£wi^Se a peo f k rince Super -Six Makes a^ Splendid Showing on 

The visit of H. R. H. The Prince of Wales to 
the Dominion of New Zealand brought out 
splendidly the fine spirit of loyalty to the 
British Crown which exists in this outpost of 
Empire. The Prince — who won all hearts by 
his frank manly manner, with its absence of 
all "side" — had what may well be termed a 
triumphal progress, right from Auckland to 
the far South, and he expresses, in his farewell 
utterance to all New-Zealanders, the delight 
he felt at his reception and his keen regret at 
only being able to make such a comparatively 
short stay in "God's Own Country." 

In such a swift passage through the two Islands as 
the Prince had necessarily to make to keep his engage- 
ments, it can well be imagined that the train and the 
motor loomed largely in his programme, and but 
for the fact that the threatened railway strike was 
averted, it is probable that the automobile would 
have been even more prominent than it was. 

However, even as things were, the car was to the 
forefront, and the Prince and his suite had a regular 
battery of automobiles in their train for transporta- 

tion purposes through the country and in the towns. 
Attention is naturally enough centered in the Royal 
car itself, and it is with some satisfaction that we can 
record that a Christchurch man, Mr. William Hay- 
ward, had the honor of supplying this important 

Some little time before the Prince's actual arrival 
His Excellency the Governor-General opened nego- 
tiations with Mr. Haywardj and the upshot was the 
Surchase of one of the magnificent new model Hudson 
uper-Six seven-seater phaetons for the exclusive use 
of His Royal Highness, Admiral Halsey, and the 
Prince's personal aide. This car was sent up to Auck- 
land, where it — driven by Frederick Keywood, one of 
His Excellency's chaffeurs — carried the Prince about 
to all the various ceremonies that took place. It pre- 
ceded the Prince to the Capital City, and met him on 
his arrival there, taking a prominent part in all the 
celebrations. The Super-Six was then transported to 
Lyttelton, arriving two days before His Royal High- 
ness came over from the coast, and all Christchurch 
citizens became familiar with the handsome dark 
green automobile with the Royal Standard mounted 
on the radiator-cap as it carried the Prince from one 
function to another in the Cathedral City. From 
Christchurch the Hudson travelled to Dunedin, where 
it bore the Prince once more, and on its return again 
it was taken over by His Excellency the Governor- 
General who is going to take it to England with him 
when he leaves. (The car has actually sailed for 

It is hardly necessary to say so, but it may be as 
well to record that the Hudson behaved perfectly all 
the time and that not one minute's trouble was exper- 
ienced throughout the whole tour. Tractable in the 
dense crowds and easy to manoeuvre, the Hudson 
showed that it could move if necessary. After his 
day's hunt with the Christchurch pack in the Charing 
Cross Country, the Prince casually remarked when 
returning, that he was in a hurry. This was enough 
for the Hudson, and she sprang from a quiet gait of 
thirty miles per hour or so, to fifty, and ate up the road 
between Charing Cross and town in an incredibly 
short space of time. Two young ladies were following 
the Prince in another Hudson, and they refused to be 
left behind, hanging on a few hundred yards back, at 
a similar high speed, which shows that it was not only 
the Prince's Hudson that had a turn of speed. The 
rest of the field, we are told, was nowhere! 

From The Dominion Motor, 
Christchurch, New Zealand, July, 1920. 

UNDER the auspices of the Royal Automobile Club of England, a Hudson Super-Six was 
entered for trial recently by the Grosvenor Garage of Bournemouth in a four-day run 
from London to Newbury and return, a distance of 797 miles. The route was as follows: 
London, Exeter, Plymouth, Helston, Truro, Land's End, Mitchell, Barnstaple, Lynton, 
Bridgewater, Bristol, Bath, Chippenham, Bathampton, Swindon, Marlborough, Reading, 
Slough and London, 

The Hudson took the exceedingly steep hills with ease, and the average gasoline con- 
sumption for the four days was at the rate of better than 15 mile3 per gallon. 

An Echo of the 

Racing Cars Not Molested by 
Bluffs Traffic Officer 

Traffic Officer Hak-Miller yesterday 
stopped a racing automobile at Pearl 
and Broadway streets in Council Bluffs, 
but after a moment's whispering, sent 
it flying on its way with a wave of the 

Soon, a second car came racing by, 
and sped away unmolested by Officer 

"They're both government mail cars 
trying for a transcontinental record," 
the traffic officer explained. 

From the Omaha, Neb., Bee, 
August 13, 1920. 

Famous Aviatrix Drives Essex 

Miss Ruth Law finds the Essex a close rival 
to her airplane. And while she herself has 
not tried any stunts with her car she believes 
the Essex past achievements speak for them- 
selves. Miss Law drove the car during the 
recent State Fair at Springfield, 111. 

Digitized by 







Why Hudson and Essex 
Were Reduced 

were reduced $200 to $450 
this week, bringing them down to 
bed-rock prices. The announce- 
ment naturally caused comment 
and discussion and the factory feels 
that a statement to all distributors 
and dealers and salesmen should 
be made, so that they will be in a 
position to fully acquaint anyone 
who asks why Hudson and Essex 
prices were lowered. 

There has been an attitude of 
expectancy on the 
part of the public 
for some time for 
lower prices, not 
alone for automo- 
biles, but for every- 
thing else. The ef- 
fect on sales was 
largely a psy cholog- 
ical one, for the 
public had the 
money to purchase. 
They were simply 
waiting for things 
to come down. So, 
to meet this atti- 
tude, the lower 
price schedule was 
put into effect, even 
though it meant 
great reductions in 
factory profits. 

New Low Prices on 
Hudson and Essex 

Here is the new schedule of 
prices which went into effect 
Tuesday, September 28th : 


7 Passenger - - - 
4 Passenger - - - 
Cabriolet - - - 
Coupe - - - - - 
Sedan - - - - 

- - $2,400 

- - 2,400 

- - 3,000 

- - 3,275 
■ - 3,400 

Touring Limousine - 3,625 


Touring ----- $1,595 
Roadster ----- 1,595 
Cabriolet - - - - 2,100 
Sedan 2,450 



It is hoped that even though 
present factory profits are cut to a 
minimum the action will result in 
a lowering of material and produc- 
tion costs to a point which will 
again permit the resumption of 
normal conservative profits. 

Distributors' and dealers' stocks 
on hand have been protected by 
the factory at great expense, so 
that every Hudson and Essex sales 
organization can take full advan- 
tage of the increased fall buying 
that is resulting 
.-____ «^ f rom price reduc- 

Every organiza- 
tion will see the 
effect of price re- 
duction in increased 
sales, and the or- 
ganizations that 
work the hardest 
will reap the great- 
est results. 

Hudson and Es- 
sex distributors 
and dealers, be- 
cause of the envi- 
able position their 
line has always 
held, will have the 
advantage, and now 
is the time to "hit 
the ball." 

- 4,000 

Digitized by 



After Flying, Only the Super 

Six Satisfies Mr. Newkirk is One Bear; "Stealthy Steve" 

is the Other 

FREDERICK HUNGATE, of Pomeroy, Wash., is the most 
recent devotee of aviation to purchase a Hudson Super-Six. 
Mr. Hungate was the first man in Garfield county, Washing- 
ton, to own an automobile, and likewise he is the first owner 
there of an airplane. When Mr. Hungate can content himself 
with staying on the ground he does his traveling in a touring 
limousine, which he says comes nearer to giving him satis- 
faction after a flight than any other make of car. 

New Member of Unpaid Sales Force 

The "unpaid sales force" of the Essex is increasing each day. 
The newest member is Edward Metzger, of Capon, Oklahoma. 

Mr. Metzger purchased his Essex in February, 1919, and has driven 
it over 25,000 miles with a maximum repair bill of $32. He states 
that $25 of this amount was for universal joints and propellor 
shaft which he had to replace on account of his carelessness in failing 
to oil it. 

When Brady & Leamon, of Bartlesville, Okla., from whom he pur- 
chased the car, have a prospect who is a little dubious they send jiim 
to Mr. Metzger and the sale is made. 

Here is a picture of a New Brunswick black bear cub, six months 
old and weighing 40 pounds which is learning to drive a five -pas- 
senger Essex touring car. 

This cub is the pet of Newton Newkirk, the "funny man" of the 
Boston Post, who is himself the owner of an Essex Sedan and an 
enthusiastic Essex booster. The cub (which "Newt" has named 
"Stealthy Steve" after a famous detective of the "Nick Carter" 
order who has figured in several humorous serials Mr. Newkirk has 
written) was presented to the Boston Post man while on a fishing 
trip in Canada, last June, and "Steve" now makes his home at the 
Boston Zoo when Mr. Newkirk is not out playing with him or leading 
him about like a dog on a leash. 

"Newt" is going to write a book (an autobiography) about this 
bear which has already been filmed for the movies and by the time 
this article appears in print will probably have been shown at movie 
theatres throughout the country by the Pat he Weekly. 

Useful Data Obtained From 
Insurance Men 

RODGERS and Company, Knox- 
ville, Tenn., distributors, have 
adopted a plan which we are confident 
is a good one. 

The Farmers Mutual Fire Insur- 
ance Company specializes in farm 
buildings. We understand it is a 
co-operative proposition, which makes 
it of particular interest to the farmer. 
In practically every county in the 
United States they have an office 
under the jurisdiction of an overseer, 
from whom, we understand, it is pos- 
sible to get a complete list of all the 
farmers in his county and the amount 
of property on which they are taxed. 
These lists cost from ten to twenty 
dollars a county, depending upon the 

Mr. Rodgers has employed special 
salesmen to canvass this business. By 
applying to the second assistant Post- 
master General, you can, at a cost 
of 35 cents each, receive a map of 
each Rural Free Delivery Route 
showing the location of each house on 
it. This map is of considerable assis- 
tance in laying out the salesmen's 
trips. The list of names is also used 
in conjunction with a circular letter 
campaign. Mr. Rodgers is of the 
opinion that the training which these 
salesmen will receive in this particular 

type of work will equip these men in 
such a way that he can at a later time 
farm them out to some of his smaller 
dealers on some basis so that they will 
prorate the expense. This will not 
only help move cars but will convince 
the smaller dealer that cars can be 
sold, and incidentally educate him 
how it should be done. 

Headline That is Gaining 
Popularity Each Day 

"Big crowd at fair; Essex wins every race 
they enter," is getting to be a familiar head- 
line in all communities this fall. 

One of the recent rampages of the "Wonder 
Car" was at the Vernon County Fair, Nevada, 
Mo., where it crossed the line first in the fol- 
lowing events: Three-mile, 4-cylinder stock 
car race; Two hundred-yard getaway race; 
Free-for-all stock car race and the Five-mile 
event for racing cars — the feature of the day. 

Essex Cars Triumph Again 
In Michigan 

In the first automobile races ever held on 
the old half-mile dirt track of the North- 
eastern Michigan state fair the Essex crossed 
the line a winner. 

The events consisted of two heats. Abe 
DaLzell with an Essex touring car copped the 
first, and Pflueger took the second in an 
Essex roadster. 

The Fletcher Auto Sales Co., of Bay City, 
Michigan, writes that the cars were not 
stripped of anything. The only preparation 
was to lower the tops. The roadster also 
carried two extra tires and bumpers. 

Two Items Which 

Tell the Usual Tale — 

The usual weekly story of the Essex 
cleaning up all comers in races. Two 
items this time. First is advice from 
Springfield, Mass., that the Essex 
car driven by Louis Disbrow won 
three events on the automobile racing 
program of the Eastern States Exposi- 
tion on September 24. This included 
the New England Sweepstakes, the 
feature event of the big fair. This 
Disbrow, of course, is the same fellow 
who set the new world's record for 10 
miles on a dirt track at Minneapolis 
a couple of weeks ago. Forty thous- 
and people saw the Springfield speed 

Number two consists of a telegram 
from Fort William, Ont., stating that 
Dalcetti, driving an Essex, cleaned 
up everything but the strictly stock 
car races, in which he did not enter. 
Of course the stock car race was 
copped by a Hudson, driven by 

ON July 3rd M. Board of Muskogee, Okla- 
homa, purchased a Hudson Touring Lim- 
ousine for his wife and left for a European 
trip on July 5th. A post card has just been 
received by dealer Hoffman of Muskogee 
which reads as follows: "You ruined the stay 
of Mrs. Board. She wants to get home and 
drive her Hudson." The card bore the post- 
mark of Lucerne, Switzerland. 

Digitized by 



A Courtesy That Brought 

The Bacon Ryerson Company, Jackson- 
ville, Fla., recently put several Essex in the 
service of the Power Farming Association 
when that organization was showing Florida 
farmers how to increase their efficiency. It 
was a worth-while expenditure of courtesy. 
Here is part of a letter the Bacon Ryerson 
folks received from W. B. Troy, chairman of 
the P. F. A.: 

"I think of the expression of your Mr. 
Sides — 'Leave it to us; we will handle the 
people for you.' And you did it without a 
hitch or break in the schedule. It is a pleasure 
to tell you the hundreds and more favorable 
comments made by the people about the 
service you gave us. 4 

"Your men who drove the cars were great, 
and we cannot say enough in commending 
the part they played in making a success of 
this demonstration. 

"The Power Farming Association, and the 
writer, representing this association, are going 
to do SOMETHING for the Bacon Ryerson 
Company and their Essex car. We want you 
to let us have a cut of the Essex, and if 
practicable would like the pictures of the 
three men who handled the crowd in front of 
an Essex, and we will be glad to run this as a 
page proposition in the next issue of the 
Mile Post and furnish you 100 copies for 
special distribution. We mean to be per- 
sonally responsible for the sale of one Essex 

Publisher's Car in Hill Park, Helena, Mont 

A Belated Apology to Mr. 

In The Triangle of July 17, the Essex 
Week number, the photograph which 
appears here was published in connec- 
tion with an item from Hutchinson, 

Kansas. This was a mistake. The photo- 
graph was sent in by J. S. Harrington, 
Inc., of Springfield, Mass. Mr. Harring- 
ton's organization got the 'plane, had it 
all decorated up and used it in fine style 
to advertise Essex Week. And he, of 
course, deserves the credit. The photo- 
graph was accredited to Hutchinson by 
mistake. We apologize. 

THE above photograph shows the wife of W. A. Campbell, editor of the Helena, Montana, 
Independent, and friends, in her Super-Six phaeton. It was taken in Hill Park and the 
spires of the St. Helena Cathedral and high school can be seen in the background. 

Newhall Claims Gold 
Plated Fly-Swatter 

A communication from H. B. Newhall, 

Sales Manager, Breard Motor Co., 

Monroe, Louisiana. 

"I notice an article in The 
Triangle of September 11th, 
entitled, 'Gibson lays claim to 
resale prize for E. E. Chance.' 

"In regard to above, wish to 
state that Mr. Chance is out of 
luck. On September 1st, we 
traded for an Essex, driven 12,- 
000 miles, and after putting 
$50 worth of touch-ups on 
same, we sold on September 
11th, for $1795 and one popu- 
lar six-cylinder car, the same 
six-cylinder being sold the next 
day for $525. I hereby lay 
claim to the 'Yellow Pup* and 
hope that Mr. Chance has not 
taught him any bad habits in 
his short stay there." 

up Lookout Mountain and thence home. Our 
trip covered a distance of 1725 miles, 500 of 
which was mountain driving and on our 
return trip we drove one day in very bad mud 
and used a total of 122 gallons of gas, giving 
a general average of a little better than 14 
miles per gallon. On our return trip I drove 
from Denver to Holyoke, a distance of 199.7 
miles, on exactly 1 1 gallons of gas. 

"The car did fine work and gave us no 
trouble, and at no time did the water in the 
radiator boil." 

Hudson Speedster Shows Good 
Form in Mountains 

W. G. Boedeker, cashier of the Murray 
State Bank, Murray, Neb., has written to 
Guy L. Smith, distributor at Omaha, Neb., 
as follows: 

"I have just returned from a trip with my 
family in my Hudson Speedster which I pur- 
chased of L. H. Puis, at this place late in the 
Fall of 1917 and as my car gave me such good 
service and especially good mileage on gaso- 
line I thought you might be interested. The 
trip taken was to Estes Park, where we spent 
a week driving over the different mountain 
trips, then down to Boulder and up Boulder 
canyon to Nederland, and to Ward, and other 
mountain trips there, thence to Denver and 

Overland Limited Trail Halted 

by Interest in Essex 


Fred L. Brown, correspondent extra- 
ordinary of The Triangle, contributes the 
following from Salt Lake City: 

While Mr. Patterson and the writer were 
in Boise one day last week, L. W. King, of 
The King Motor Company, our dealer, told 
an interesting story, about as follows: 

"Not long ago a stranger walked into our 
salesroom and said: 'As long as you are the 
Hudson and Essex dealer, you will probably 
be interested in knowing that I was on the 
Overland Limited train going into Cheyenne, 
when the conductor came through and said 
that about the same time we were due in 
Cheyenne, the Essex Transcontinental Mail 
Car would arrive, adding that if we were inter- 
ested, to be on the watch for this car. The 
train arrived and just about the same time, 
the Essex came booming in, and a great many 
of the passengers got off to inspect the car.' 
He further stated that they held the train 
there for five minutes, on account of the 
interest shown by the passengers. " 

This enthusiasm shown by a total stranger 
impressed Mr. King to a great extent, even 
though this man did not live in his territory 
or was not even a prospect for a car. 

It was a mighty good story to be heard 400 
miles off the line of travel of our transcon? 
tinental cars. 

Digitized by 



Four Beauties in the Imperial Service of the Mikado 

The above was photographed in Tokio, before the Imperial Garage of Hie Majesty, The Mikado. The Hudson Super-Six was 
chosen from among all American cars for the use of the Reigning Family of Japan. 

Runs Eight Years — Says It's 
Good For as Many More 

JOHN H. SMITHERS, of St. Louis, sub- 
mits an affidavit concerning the record of 
his Hudson 33, 1912 model, because, he says, 
"otherwise it would be taken as a novel." 

The outstanding facts contained in Mr. 
Smithers' affidavit are as follows: 

In 100,000 miles of travel he never went 
out with this car that he did not return on 
its own power. 

Repairs on this car "have been so little 
that they challenge human credence — new 
piston rings and cross head pins once; small 
and ring pinions in the differential once, and 
that is all the replacements, outside of spark 
plugs, during all these years of constant serv- 
ice. And yet the car runs practically as well 
today as it ever did — a little noisy, that is 
all — and is good for five to ten years longer 
with an occasional replacement of parts." 

Mr. Smithers regretfully states also that 
he is now seriously thinking of selling this 
faithful car. "I cannot feel otherwise than 
guilty of discarding an old and true friend," 
he says. "If I were to give this car away and 
$1000 with it, I feel that I would still be way 
ahead on the purchase price of $1600." 

Mr. Smithers also confesses to a great 
worry as to where he can obtain a new car 
that will perform in the same fashion as his 
old Hudson. But he has been hearing some 
very complimentary things about the Essex. 
He has seen the Essex perform. And he's 

Details of Transconti- 

nental Run Worth 


Here is the Schedule of the time made 

by the Essex Mail Cars on the 


going of the whole trip. This 



eludes some later trips made by car No 

. 6: 




San Francisco to Salt Lake 

City 876 



Salt Lake City to Ely 256 



Salt Lake City to Evanston 83 



Evanston to Rock Springs 113 



Ogden to Logan (2 detours) 55.5 



Twin Falls - Buhl - Twin 

Falls 34 


Salt Lake City to Brighton 28.5 


Gardnerville to Tonopah . . 200 



Tonopah to Ely 193 



Ashton to Idaho Falls .... 66.4 



San Francisco to Cheyennel353 



Ely to Cheyenne 733 



Salt Lake City to Cheyenne 477 




San Francisco to Salt Lake 818 



San Francisco to Cheyenne 1267 



Salt Lake to Cheyenne 521 



now an Essex prospect if he can summon up 
sufficient courage to say good-bye to his old 

Fleet of Essex Cars Serves 
Well in West 

R. E. Theinhardt, manager of the State 
Implement Co., Helena, Mont., has written 
to the T. C. Power Motor Co., Hudson and 
Essex distributors, as follows: "You will 
doubtless be gratified to know that the fleet 
of Essex cars purchased from you for the 
use of our salesmen in working their terri- 
tories, is proving more than satisfactory. 

"A detailed daily report as to mileage and 
fuel consumption enables us to keep record 
of their performance and cost. 

"We are pleased to advise these cars to 
date have averaged 18 2-5 miles per gallon 
of gasoline consumed, are very economical on 
lubricating oil, and extremely easy on tires. 

"We are so well pleased with Essex cars and 
their low operating cost that we would not 
consider using any other equipment, regard- 
less of first cost." 

Triumphs in the Big Grain 

w A. F. Miller, secretary of the Farmers' Land 
Co., Lewiston, Mont., has written to the 
Judith Motor Co., of Lewiston, as follows: 

"The Essex which we purchased from you in 
April has lived up to all expectations; we are 
using the car every day in our business, travel- 
ing over all kinds of roads in all weather, and 
the Essex is always ready. So far the upkeep 
of the car has been practically nothing, and 
we find it very economical in gasoline." 

Digitized by 






Prices Have Been Lowered 
=Now Let's Forget Them 

IF automobile makers continue to discuss prices 
in their advertising and selling, then, more 
than ever, will the buying public begin to 
think that the business of selling automobiles is 
like running a bargain sale department store. If 
price changes and reductions are kept the main 
issue, then eventually the purchase of an auto- 
mobile may become more a question of where it 
can be bought the cheapest, and quality will be- 
come a secondary consideration. Let others, if 
they choose to do so, talk price changes, but you 
sell Hudson and Essex cars on the only basis that 
they should be sold — quality and merit of 

<J Hudson and Essex prices were reduced be- 
cause the public demanded it There was a feel- 
ing, and it was apparently nation-wide, that prices 
of automobiles must come down. Since Hudson 
and Essex announced its reduction, sales have 
been stimulated and the public apparently is 
satisfied. The factory will have to build cars 
from now on at a minimum profit, and in the case 
of some models at an actual loss, until the cost 
of materials, living, and eventually labor itself 
comes down to a point where normal conserva- 
tive profits can be resumed. 

<J The greatest thing that Hudson and Essex 
salesmen have to offer, however, is not a price 
reduction, not a cheaper Hudson and Essex, but 
VALUE. Now, more than ever before, the buy- 
ing public will demand value; things must be 

all wool and a yard wide. Such an attitude of 
close scrutiny and careful buying on the part of 
the prospects should be welcomed by Hudson 
and Essex sales organizations, for Hudson and 
Essex offer two of the greatest values in motor 
cars today. 

4 They are cars of proven worth, with a strong, 
substantial record behind them. In beauty of 
body and line they have always set the pace, es- 
tablished the style. It is not bragging to say that 
Hudson and Essex are perhaps the two most 
widely copied cars in the industry. 

*l They hold more records than any other. They 
have established economy, performance, endur- 
ance, in practically every section of the world. 
Every mail brings in some new Hudson and 
Essex achievement They have been widely and 
well advertised. The public knows their repu- 
tation. They stand out as leaders of their re- 
spective classes. They are two of the world's 
real fine cars. 

fl With all these advantages as talking points, 
with so many exclusive features to present to a 
buyer, it seems a waste of time to talk price. 
Present Hudson and Essex prices have placed the 
cars at a distinct advantage, but the public knows 
this, or will find it out. The thing, then, that 
seems most logical and good business to do is to 
go out and sell Hudson and Essex for the high 
quality cars that they are, for the genuine service 
and satisfaction that they will render every owner. 

Digitized by LiOOQ IC 


Two Attractive Letter Circulars 

HERE is how Philadelphia handled two circular letters and got away from the 
usual form type. The two illustrations used as letterheads were made from 
electrotypes of two newspaper advertisements. They were printed by the distribu- 
tor on ordinary bond paper, one illustration in rich green, the other in sepia, and 
they added considerably to the attractiveness of the solicitation. Circular letters 
can be made effective with a little ingenuity. 

Essex Roadsters for Salesmen 

The James Bailey Company, largest auto- 
mobile accessory concern in the state of Maine, 
has just purchased four Essex Roadsters for 
its sales force, from the Portland branch of 
the Henley-Kimball Co. They were in the 
market for cars early in April, and after a 
careful test of many other makes, they pur- 
chased an Essex. The first car was assigned 
to northern Maine territory, and despite the 
poor roads and hilly country proved itself. 
Hence, the order for the four new cars. 

Good Publicity 

We have a few large road signs still 
available at the low price of $9.50 each, 
with the extra crating charge of 55 cents 
per sign when five are put in a crate; or 
91.08 each for two in a crate; or $3.84 for 
for one in a crate. They are just large 
enough (48 in. by 72 in.) to attract atten- 
tion at the turn of a road or the top of a 
hill. The arrow with the name of your 
city makes them a real help to the pass- 
ing motorist and good publicity for your- 

A Friendly Message 

On the corner of Fifth Avenue and 44th 
Street in New York City stands the great 
Harriman National Bank, one of the most 
powerful financial institutions in America. 

Thousands of depositors and wealthy in- 
vestors throng its marble lobby every day. 
Cashiers from the rich shops of the Avenue 
bring in their bags of gold and silver. Limou- 
sines wait at the curb. Merchants, brokers, 
financiers, professional men come and go 
through the great bronze door. 

The lobby itself is a model of massive com- 
pactness, rich in column and medallion. Keen 
eyed men from grated windows receive and 
deliver fortunes with casual efficiency. Stal- 
wart guards, alert of eye, watch over the 
eternal drama of dollars. 

And yet, in this austere setting there is one 
outward touch that softens and redeems the 
whole. One sign that deep in the breast of 
this great automaton are human hearts, 
thumping — if only for policy's sake — to the 
rhythm of yours and mine. 

I refer to a friendly message from the bank 
to the public, framed in bronze, and hung on 
the wall. It is the only fixed, public utter- 
ance of this great institution to its friends: 
"Politeness is the exhibition in 
manners or speech of a considerable 
regard for others. Politeness costs 
nothing, but it is worth a great deal; 
it is a valuable business asset in deal- 
ing with the public. Politeness is 
the distinguishing mark of manners 
and good breeding ..." 
Surprisingly, it doesn't speak of honesty, 
or thrift, accuracy or interest or safety vaults. 
In these simple unaffected words, it calls 
politeness its ideal. 

You can almost hear it say: "I cannot be 
philanthropic. I cannot yield to the human 
impulses of mercy. I cannot give and forgive. 
I must adhere mechanically to the stern dic- 
tates of my role — as all great institutions 
must do. But I can be polite. I can soften 
and make kind the inevitable 'yea' and the 
inevitable 'nay.' And this, friend, I will strive 
-to do." 

If this great bank, after deliberation, has de- 
cided upon this message as first in importance 
— where so many messages are important — it 
may be worth while for you and me to scruti- 
nize our own personal attitude, or the atti- 
tude of our personnel, toward the public with 
which we deal.— From "The Better Way". 

From a Hudson Owner 

Mr. A. W. Judd of Wilmar, Ark., writes: 
"This is the second Hudson Speedster car I 
have owned and I take pleasure in advising 
that both cars have given me satisfactory 
service. The performance of these cars I 
think is remarkable, and the endurance is all 
that one could expect of any car. I have 
driven my present car from Wilmar to St. 
Louis and return, travelling over 2000 miles. 
I also made a trip from here to Mineral Wells, 
Texas, and the oil fields, and both trips were 
made without any expense or worry. Also 
the service I have received has been very 

Signor Caruso Rides in the Hudson 

New Record at Brawley, Cal. 

Curley Brumbley won the 75-mile road race 
at Brawley, Calif., and incidentally set a new 
Imperial valley record with an Essex roadster. 
His time was one hour, twenty-five minutes 
and forty seconds, an average of more than 
48 miles an hour. 

Stolen Car 

Tracy Prophet of the Anderson Garage, 
Anderson, Indiana, reports that his 4-pas- 
senger phaeton, number 11-0-35495 has been 
stolen. Mr. Prophet will consider it a great 
favor if readers of the Triangle will keep a 
lookout and help him recover his car. 

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This Week — Another Column 
of Essex Success 

All over the country Essex is accomplish- 
ing something new every day. It is a wonder- 
ful tribute to the little green car that it is able 
without any apparent effort to keep so firmly 
in the public eye. Among these varied per- 
formances dealers and salesmen may get a 
suggestion for their own localities. 

"The Most Remarkable Picture Ever Made" 

An Essex Sedan led the Hagenbeck- Wal- 
lace circus parade in Chattanooga, Tenn., the 
other day, and an elephant followed bearing 
a banner proclaiming the merits of Essex 
cars. Maybe this is circus stuff, but the 
people who went to the circus enjoyed it, 
and it helped boost Essex. 

The King Motor Co., live and wide awake 
dealers at Boise, Idaho, wire that two Essex 
cars finished first and second in the sweep- 
stakes event, competing with special built 
cars of over twice the motor displacement, 
and that the Essex also was an easy winner 
in the light car race. 

Hudson and Essex both captured the honors 
at Mohawk, N. J., in the Vickeimann Hill 
climb. Two Essex cars were first and second 
in one event and the Super-Six first in the 

The only poster ever put up in the post- 
office at Taylor, Texas, outside the regulation 
government ones, was the one sent out re- 
cently describing how the Essex carried the 
first transcontinental motor mail. 

We don't like to discuss liquor these days 
in these columns, or even hint that sometimes 
Hudson and Essex cars are selected by law- 
breakers because of their ability to perform 
and endure, but we do think the world should 
know of such incidents as the one reported by 
E. P. McDowell, dealer at Billings, Mont.: 
Here, in his words, is the story: 

"The writer was in Miles City — and every- 
thing was closed up — but at the garage where 
I put up, they tipped me off to three pros- 
pects, so these three kept me busy all the 
forenoon. Just after noon, when eating lunch 
at the Olive Hotel, I heard two traveling men 
laughing at the sheriff for letting four boot- 
leggers get away that week, and all of them 
were carrying a carload of booze. 

"I thought for a long chance I might call 
on the sheriff — found him, but not in a very 
good humor, for he had lost these four men, 
and they were all driving ESSEX roadsters, 
while he was driving a high-powered car, but 
in the rough country north of Miles City he 
didn't have a chance — even when they had 
from ten to seventeen 'cases' on board. 

"I proposed a trade — and it took just 
twenty minutes to get him — delivered the 
car next day, and the day after he caught one 
of the four men who had passed him the week 
before. The fellow had seventeen cases of 
booze. The next day Sheriff Middleton had 
a chance to sell his Essex for $25 more than 
he paid me for it. He did and ordered another 
from me. Needless to say, here is a man who 
is a booster from this time on." 

Of Course Essex Won First Prize 

This happened in Murphysboro, 111., on 
Labor Day, and the artistic decorator was 
the Arboiter Motor Sales Co. 

/^.REAT success everywhere is at- 
^ tending the showing of "The Trail 
of the Arrow" film. At state fairs, in 
school houses, churches, show rooms, 
and even in private homes, dealers are 
using this wonderful motion picture of 
the Essex and stimulating new inter- 
est, creating new sales. 

Two copies of the film were shipped 
to The Charles Schiear Motor Car 
Co., at Cincinnati. After their ar- 
rival, Carl Merkel, sales manager, 
found some difficulty in arranging for 
as extensive a showing of the film as 
he had planned in local theaters, and 
so he asked to be allowed to ship one 
back. Then he saw how Walter Bemb 
used the film at the Michigan State 
Fair and now at the conclusion of 
the Cincinnati Automobile Show he 

"We have decided to keep both of 
these films, using them in the city and 
about the territory. We found that 
while running the film at the automo- 
bile show, a number of dealers and 
customers were very much interested. 
There is no question but what it is the 
most remarkable moving picture ever 
made. The action is so continuous 
there is no lack of interest any time 
throughout the picture.' ' 

That is just a sample of the enthu- 
siasm that one gets after seeing this 
film, and particularly after it has been 
shown to a state fair or automobile 
show audience. One distributor ar- 
ranges private showings in the homes 
of prospects, requesting prospects to 
invite any friends that are interested. 

demonstrate the riding qualities of the 
car to those interested. 

One dealer, J. L. Price of the Reli- 
ance Auto Supply Co., Van Nuys, 
Calif., tried the film three ways — in 
the local theater, his garage, and in a 
school house. The school house per- 
formance was introduced as a novelty 
for the children. It brought good re- 
sults. Many parents, unable to under- 
stand their young sons' wide-eyed 
versions of the Essex feats, called up 
and asked whether there really was 
such a picture. This gave the dealer 
an opportunity to sell the old folks, 
which he did to good advantage. 

The Heydt Motor Co. of Reading, 
Pa., have been using it at the fair. It 
produced sales and numerous pros- 

There is no question but what this 
film can be made a valuable sales aid. 
It should be used by every Essex dis- 
tributor and dealer this fall. 

This is Bob Loubek, Hudson and Essex 
dealer at Bismark, N. D., and his Essex 
racer which has trimmed them all this 
year at the Minnesota and North Dakota 
county fairs. 

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First Pictures of the New Essex Cabriolet 

The pleasing straight lines 
that characterize all Essex mod- 
els are carried out in the cabrio- 
let. The top is low and the 
interior is roomy. The lines 
accentuate the smartness and 
fleetness of the car. 

The doors are very wide, giv- 
ing the utmost of comfort and 
convenience in entrance and 
egress, and permitting a splendid 
range of vision from the broad 
rectangular window. The side 
windows extend well back, so 
that the driver may easily ob- 
serve the approach of cars from 
either side. 

The after-deck curves grace- 
fully in harmony with the con- 
tour of the rear fenders. There 
is a patent leather sun visor, 
easily adjustable, which adds its 
bit to the smartness of the car. 
Above the narrow black mould- 

a wool fabric in rich gray tone. 
Pockets, dome light, floor mat 
and the deep cushioning of the 
roomy seat also may be observed 
in this view. 

The weight of the cabriolet 
body is so balanced as to give the 
utmost in riding comfort. The 
carrying space in the after deck 
may be used to the fullest ad- 
vantage. The ordinary parcel 
or bag can be placed within the 
deck through the snugly-fitting^ 
hinged trap-door. The top of 
the rear deck may be entirely 
removed if desired for the carry- 
ing of larger or bulky objects. 

Digitized by 







The All -Important Sales Keystone 
How One Distributor is Solving the Problem 

THE chief check today on the mer- 
chandising of new cars is the stop- 
page in the used car salesroom. 

Indeed were it not for used car slug- 
gishness, many Hudson and Essex 
dealers and distributors would have more 
sales than they could take care of. 

We believe most distributors and 
dealers realize this. Varying somewhat 
in different sections, the acceptances 
of used cars in trades on new cars has 
in the last year or two ranged up to 
from 60% to 80% of total sales. 

Obviously the handling of used car 
trades, therefore, must be kept almost 
as flexible as currency to gain the maxi- 
mum new car business. 

Recent events give an important 
object lesson of this. Used car prices 
fell sharply. Used car buying lagged. 
Many exclusive used car brokers were 
caught with large stocks. They had to 
unload at losses — many resorting to all 

sorts of cash prizes, extra tires and ac- 
cessories as premiums to stimulate sales. 

This reacted to check normal used car 
clearances from new car dealers. They 
could not make attractive offers to pros- 
pects on trades for old cars. And thou- 
sands of prospects ready to turn in old 
cars on new purchases were turned 

The Bemb - Robinson Company at 
Detroit has evolved a very simple and 
effective plan to move its used cars — a 
plan which results to date promises 
them a steady outlet for their used cars 
all winter. 

In general outline the plan is this : 

On every used car sold The Bemb- 
Robinson Co. fits a custom built winter 
top, free of charge. The winter top job 
is first class in every respect — weather- 
tight, giving perfect vision on all sides to 
the occupants, absolutely rattle -proof 
and permitting a full length opening of 

Continued on Page Four, first column. 

Before and after the Special Bemb Top it added. 

Digitized by VjOOQ IC 


Kansas City Stages a Transcontinental 

INTEREST in the Essex transcontinental 
record was sustained for prospects and 
salesmen by the Hudson-Brace Motor 
Co., of Kansas City, in a unique sales contest 
held last month. Every salesman theoreti- 
cally became the driver of a transcontinental 
Essex, and as sales were made minature 
Essex cars were advanced across the country. 

It was just a regular old-fashioned sales 
contest, but by using the idea of the trans- 
continental route, the salesmen and every 
prospective purchaser who entered the 
salesroom learned again the real story of the 
Essex, and interest in the greatest Essex 
achievement was revived. 

There are probably thousands of auto- 
mobile owners and prospects who have never 
heard of this or other Essex and Hudson 
records, widely advertised as they have 
been. The accomplishments are just as 
wonderful today as when they were made, 
and it is the duty of every salesman to keep 
these records alive in the minds of every 
person talked to about Hudson and Essex 

Distributors Send Salesmen 

to Help Dealers 

^TpHERE are a number of distribu- 
-*" tors using with considerable suc- 
cess in developing dealer territory a 
method of "farming out" salesmen to 
dealers. That is to say, if the territory 
is not properly worked, possibly be- 
cause of lack of a thoroughly up-to- 
date and efficient sales organization, 
a distributor may send a crack sales- 
man from his own retail organization 

into the dealer's territory. This sales- 
man is registered with the factory 
and receives a special bonus for each 
car sold. He works with the dealer 
and with other salesmen in the 
dealer's organization, demonstrating 
his methods of handling sales work 
and training them in methods of 
obtaining prospects, following up, 
giving demonstrations and closing 

In some sections, mainly in farming 
districts, where there is not sufficient 

G. C. Patton and his son had a little transcontinental trip of their own, only they 
started from South Dakota and finished in Los Angeles. The Hudson, just as shown 
here, traveled 2600 miles, and Owner Patton reports an average of better than 14 
miles to the gallon. 

business to make it worth while to 
maintain a dealer, this method also 
is being used to considerable advan- 

As a rule this type of work does not 
appeal to a good salesman on the 
ordinary basis of working, conse- 
quently it is essential to offer an added 
inducement to the salesman. Great 
care, naturally, should be taken to 
make sure that the salesman under- 
stands the language of the farmers 
with whom he is working, and also 
that he thoroughly understands their 
methods of buying. The factory has 
a record of some twelve salesmen now 
working on this basis. 

There is a clause in each distribu- 
tor's contract permitting him to 
handle part of his territory in this 
fashion. A careful analysis of terri- 
tory may show a number of additional 
distributors how they can profit by 
following this same plan of seeking 
out and closing sales in poorly worked 

Essex Wins at Dallas 

Essex cars won a decisive victory at the 
great Dallas state fair this week, Koetzla 
and Reynolds driving. In three events 
Essex took first each time, and in the light 
car championship with 10 starters Dave 
Koetzla driving an Essex stock car was first. 
He covered the 15 miles in 13 minutes and 
12 seconds. 

Digitized by 



One Guess — Who Won This Montana Race? 

Toney and Dave Beat 
the Sante Fe 

Toney Chisum, Hudson and 
Essex distributor at Amarillo, Tex- 
as, wires that he and Dave Lewis 
have set a new Essex record that 
outdoes any previous effort made 
in his parts. From Amarillo to 
Belen, New Mexico — 362 miles — 
over Texas and New Mexico's 
mountain roads, they challenged 
and beat the train time of the 
California Express on the Sante Fe. 
The train and the Essex left 
Amarillo on schedule at 5:25 a. m. 
The Essex reached Belen at 3 p. m. 
and the train was due to arrive at 
5:15. Newspaper and railroad offi- 
cials were the official observers. 
The record will stand for a long 
time to come, says Toney. 

Salesmanship Now Means 

THE business of the future looms up 
more distinctly each day and the indi- 
vidual dealer and the individual sales- 
man must consider seriously the question 
of what they are going to do to secure it; 
what methods to adopt and what attitude 
to take. 

"The demand for automobiles has not 
slackened, there has been no falling off in 
the desire and there will be no falling off for 
years and years to come. But the country 
is entering upon a new stage, a new era of 
business and a new era of salesmanship. 

"The period lasting for eighteen months 
when prosperity ran rampant is over. The 
past days of exhilaration and intoxication 
must be forgotten. There is no time for such 
reflection. Times have changed; the world 
moves rapidly. This is not the day for a 
salesman who has no heart in his work, who 

is not alert, aggressive and possessed of the 
inherent abilities of good salesmanship which 
spell success. 

"The old days when the sales came to the 
salesroom are past; the new days require the 
salesman to go out on the highways and 
byways and look for his business, and the man 
with the sharpest eye, the greatest industry 
and carrying with him an optimistic feeling 
that nothing on earth can damp is the man 
who is going to prove of greatest value. It is 
not brilliancy that counts so much; industry 
mounts high above everything. And along 
with it goes optimism and confidence in 
what he is trying to sell." — Motor World. 

Before a crowd that resembled a former 
Tennessee Derby day assemblage, Johnny 
Rainey, with his Essex, won the Ajax 
trophy and cash prizes from a field of seven 
entries. His time was 9:09 2-5 for the seven 
and one-half miles. The event was the feature 
of the Tri-State Fair held at Memphis. Cline, 
also driving an Essex, took the three mile 
event, while Rainey ran a dead heat with 
another entry in the five-mile event. 

Digitized by 



These ads are the first three in the 
series to be used in connection with 
the "Winter-Top-Free Used Car Plan." 
The first ad is 4 cols, x 150 lines. Others 
are 2 cols, x 90 lines. 

They appear twice weekly in two 
afternoon newspapers and each Sunday 
in two Sunday papers. The Bemb- 
Robinson Co. is running this advertising 
schedule on used cars throughout the 

Copy is changed every week. 

We will supply mats or electros of these 
ads at cost to all distributors and deal- 
ers who wish to undertake this plan. 

Moving U8BD Gars 

Continued from Page One 

all doors. In the higher grade used 
cars heaters are also installed without 
charge. In the lower priced cars 
heaters are put in on order of the 
buyer at cost. 

In doing this The Bemb-Robinson 
Co. is able to sell its cars at the pre- 
vailing prices of used open cars. 

Clearly they must be able to make 
these extra installations at very low 
cost. The top, of course, does not 
compete with specially built tops, but 
is a wind and weather-proof job, and 
can be put on for about $30. 

In this article we will not explain 
The Bemb-Robinson manufacturing 
methods, as we do not wish to have it 
circulated beyond the Hudson and 
Essex organizations. 

But we will furnish upon request to 
any dealer or distributor the full de- 
tails of the plan. 

We are confident that any of the 
larger Hudson and Essex dealers and 
distributors can use this plan with 
excellent results. 

It is the only thing in the nature of a 
used car "premium offer" to come to 
our attention so far that seems inspir- 
ed by insight into buyer psychology. 

An open used touring car, with the 
chill days at the threshold, is a bleak 
spectacle to the average buyer. With 
this winter top, it appeals to the 
sense of seasonable comfort and well- 
being that we all love. 

It's just a case of looking at the 
thermometer and offering customers 
overcoats instead of Palm Beach suits. 

From an absolute standstill, this 
plan, following the first ad, sold 11 
used cars in 5 days for The Bemb-Rob- 
inson Co., and the buying is increasing 
as news of the plan spreads. 

The Bemb-Robinson Company 


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on Every Vtei 

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Act Now-Get Your 
Choice of These: 
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Digitized by 







Rest is Rust 


NO MAN ever emerged to eminence 
above his fellows, except he recog- 
nized that yesterday's successes are 
remembered, only if capped by a better 
effort today. 

The crowd burns out the turnstile 
babbitting to see Babe Ruth. He is the 
idol of baseball. But let Ruth fail to hit a 
home run for a couple of weeks, and the 
same crowd will roast him. Let him fail 
for a month, and they would cheerfully 
crucify him on a couple of crossed bats. 

And so surely as he joins the wor- 
shipping crowd and falls down to wor- 
ship his own past record, so surely as he 
lets up in rigorous self- discipline, hard 
work, application and attention to busi- 
ness, just so surely his day is past Ruth 
knows. He must know it and take 
warning. The proof is he continues to 
hit that ball into the home-run country. 

There is a young Mr. Jack Dempsey, 
who took the loving kindness and ten- 
der mercy out of championship fight 
matches. There is little preference be- 
tween his punch and the broadside from 
the peevish corner of a mule. Men who 
have met it are glad to be alive to say so. 

But let Dempsey weaken his destroy- 
ing punch, by fattening in the ease of 
success, and some eager young husky 
will pass him on to dreamland and the 
forgotten oblivion of the "has been." 

And that is true of every field wherein 
men gain their livelihood — the law, poli- 
tics, commerce, art It is pointedly the 
case of the salesman. 

He wins his success and prestige by 

lively, aggressive work that will not be 
denied recognition. If he has the moral 
fiber to resist the temptation to loaf on 
his laurels, he makes that success a per- 
manent, profit-yielding one. 

Men sometimes say of a veteran sales- 
man, who is slipping: "Why he has 
forgotten more than these other cubs 
ever knew. But they're all passing him. 
I can't understand it." 

Can't understand it? Why, man, 
you've said it. "He has forgotten more" 
— that is the point. He has come to look 
down upon the energetic, clever, re- 
sourceful things, the hard work and all 
that won him his star as a salesman. 
He has substituted an important dignity, 
and unbending pompousness for the 
eager, attacking methods that gets the 

No wonder he slips. No wonder the 
aggressive youngsters outpoint his 
greater experience, if he makes no intelli- 
gent application of that experience. 

They are just the eager young huskies 
passing the knockout to the jaw of the 
champion, who has softened too much 
in ease. 

For in no business does success pay so 
definitely on the basis of effort, and ap- 
plication, as in salesmanship. In no 
business does it more quickly punish 
lagging energy with loss of prestige, posi- 
tion and profits. 

Rest is rust 

That is a law. 
No man cheats it. 

Digitized by 



On the Other Side of the Rio Grande 

MEXICO, despite its rebels and revolutions, still holds interest for the visitor. 
Dealer Willis of the Willis-Chaney Co., of Waco, Texas, recently ran down there 
in his Essex. In the trip from Waco to the border, 381 miles, the distance was 
covered in one day and the route was over all kinds of roads, across pastures with 
numerous gates to open and close, through rivers and creeks. Aside from this further 
reassurance of the staying powers of the Essex, the two old characters inset in the 
photograph above were discovered. Poncho is shown at the left. When he was young 
the doctor said mescal would kill him, but he didn't say when. Poncho has always 
had his allotment and he's 92. The veteran at the right is Old Joe, guide and keeper 
of law and order at Las Vegas. 

Hudson Goes Over Mountain 
When Others Fail 

Charles Cohn, auditor of the Michigan 
Manufacturer and Financial Record, Detroit, 
with one man and considerable baggage, just 
returned from a round tiip from Birmingham, 
Michigan to Atlanta, Ga., in his Hudson 4- 
Passenger. He covered 2,103 miles, using 
123 gallons of gasoline, and 6 gallons of oil. 

The roads through Kentucky were very 
muddy, it having rained 45 days in succession. 
From Bowling Green, Kentucky, to Franklin, 
Kentucky, a distance of 72 miles, the run was 
made over cobblestones, all the dirt having 
been washed out by the rain. He drove 11 
hours at one time and covered but 32 miles. 
The crowning feature was the run up Mt. 
Vernon, Kentucky, just north of Jellicoe. 
They arrived at the crest of this mountain 

and the men at the top asked them where 
they came from, informing them they were 
the first to drive a machine over the mountain 
this season, that all other machines had to be 
hauled over by mules. 

Contributions ! Please ! 

Everyone must be back from 
their vacations by now. Contri- 
butions to The Triangle should re- 
sume their steady flow. There are 
a lot out on the firing line that we 
haven't heard from lately. 

Maude Muller Would Have Liked an Essex 

A Super -Six Motor is 
Taken from Fire Ruins 
and Performs Wonders 

THE story of how a Hudson 
literally went through fire and 
water and came out of retire- 
ment after reposing three years in a 
junk heap, is interestingly told in a 
communication received recently from 
Frank C. Teck, advertising manager 
of The Daily Washington, published 
at Hoquiam, Wash. 

"Burned to a state of apparent uselessness 
in a fire near Cosmopolis about three years 
ago, and after that remaining for more than 
two years as part of a lot of discarded scrap, 
the charred remains of a 1916 model Hudson 
Super- Six motor have been ingeniously con- 
verted into one of the most powerful and 
effective logging engines now in use in Grays 
Harbor county, according to men who have 
been in touch with the experiment and have 
witnessed the operation of the transformed 

"The Hudson car which was destroyed by 
fire and of which the present Hamblen- Wolf 
logging motor is the net remains, was operated 
a full year as a public stage over the Aberdeen - 
Tacoma route, in which it had already covered 
55,000 miles. More than two years after the 
fire, Mr. Hamblen gained possession of the 
supposed junk. He decided it could be resusci- 

"Hamblen geared the 76-horsepower auto 
motor and increased its pulling power 64 to 
1 . The result is that the old rejuvinated motor 
whisks logs out of the woods as though they 
were chop-sticks, and without waiting for the 
construction of any kind of skid roads. It is 
capable of toying with a log 12 feet thick and 
40 feet long, and brush seems no obstacle in 
the progress of the hurtling giant. Mr. Wolf 
says he saw the rig pull big logs through the 
uncut undergrowth at a pace faster than a 
man can run. 

"Indeed, the transformed motor, which is 
hitched up with the regulation drums and 
cables a la donkey engine outfit, was at first 
too much for the ordinary logging shafts and 
lines. Twice it broke the three and one-half- 
inch cold rolled steel shafting of the drums, 
which has since been replaced by four-inch 
chrome-nickel steel shafting. The strain was 
so much greater than was anticipated by the 
loggers that the usual pulling cable was rent 
in twain early in the game, and the clutch 
shattered. Now the outfit seems to be working 
smoothly with a seven-eighths-inch yellow 
strand steel cable and a seven-inch cast-iron 

"It is an economic success, too, doing fully 
as much work as any donkey engine, reducing 
the men required to one — to operate the 
motor — whereas the donkey needs a wood 
sawyer and a fireman, at least. The cost of 
wood burned by a donkey is at least as great 
as the cost of gas for the motor, so it is 


N Grand Island, Nebraska, an Essex roadster furnished the power for stacking 
the season's hay crop. It didn't take long to remove a load this way and so 
again the automobile justifies itself as the right hand man for the farmer. 

Auctions Off Used Cars 

Buyers from many sections of the state of 
Georgia attended an auction sale of rebuilt 
automobiles held by the J. W. Goldsmith, Jr.- 
Grant Co., Atlanta distributors. The cars were 
sold to the highest bidders and every one of 
the 32 listed was sold during the day. Every 
automobile included in the sale was guaran- 
teed by the company as overhauled and rebuilt 
in their own shops. Regular credit terms 
were made with local buyers. The sale was 
advertised by an eight page booklet carry- 
ing descriptions of each automobile to be 
auctioned off. 

Digitized by 



Women As Deciding Factors 
in Motor Car Buying 

*'^TAHE women of the family decide the 

I purchase of three out of every four 

automobiles sold in my territory, but 

even so the men are not henpecked," said a 

California Essex dealer. 

"It is the American family equality which 
has come so rapidly to the fore in the west. 
To the practical young or old business man, 
the highest consideration in the choice of an 
automobile is that of mechanical perfection. 
Accordingly he narrows his choice to two or 
three automobiles which he believes to be 
mechanically right. Almost invariably the 
wife is then brought into the prospective 
purchase by reason of her good judgment 
relative to beauty, comfort and convenience." 

"This has been one of the greatest factors 
in the popularity of the Essex. Women like 
beauty in connection with a car, and more 
thoroughly appreciate beauty when it is 
achieved in a simple manner. This is one of 
the points which has resulted in much of the 
fame achieved by the Essex, for the simplicity 
of its lines are worthy of the attention they 
have received. 

"Then, insomuch as many women now-a- 
days drive the cars their men folks purchase, 
the notable ease of operation of the Essex is of 
great importance to the women of the family. 
The wonderful flexibility and power of the 
motor eliminates most of the necessity for 
shifting gears, even on the steepest hills or in 
the most congested traffic. Any shifting 
required, however, may be accomplished 
without any effort whatever. 

"The roominess of the car is another feature 
that instantly appeals to women. Thousands 
of women are driving Essex cars today 
because of its ease of control, comfort and 

"A woman's judgment in selecting an auto- 
mobile — one in which she will be proud to 
ride and can drive herself — is usually sound, 
and the head of the house is wise in seeking 
her advice." 

This From An Aviator 

On the front page of the Twin City Sentinel, 
Winston-Salem, N. C, there appears a 
lengthy article on the starting of an aerial 
mail service. Lieut. Turner is quoted as 

"When we asked Lindsey Fishel (Hudson 
and Essex distributor) for the use of an Essex 
car to run out and back between the city 
and Maynard field, he turned over for our 
use a brand new machine. We always get 
an Essex, if possible, because we want to 
know that we are going to be on time." 

Across the Gobi Desert in a Hudson 

A N old-world caravan route, north from 
Peking, China, over mountains, past the 
ancient wall of China, across the 700-mile 
desert of Gobi and through the foothills of 
the eastern Altai mountains, or down the 
Selenga river to Verkhne-Udinsk is the only 
comparatively free way into Siberia and 
Russia from the Far East. 

It is a route not travelled frequently by 
motor car and according to The China- 
American Trading Co. Inc., Hudson dealers at 
Peking, it is impossible to find a more difficult 
test for a motor car in China than over this 
route . Needless to say the trip made in a Hud- 
son and told of here by A. Nalozemoff, manag- 
ing director of the Lenskoie Gold Mining Co., 
has done a great deal to stimulate interest in 
the Hudson in far away China. 

"You will probably be interested to know," 
writes Mr. Natozemoff, "that the Hudson 
Super-Six recently purchased from you made 
a very successful trip from Kalgan across the 
Gobi Desert to Urga and Kiaxta and back 
again, arriving back in Kalgan in good order 
and condition and apparently none the worse 
for the difficult journey of nearly two thous- 
and miles. 

"The car carried a load of five persons 
with a large quantity of luggage and spare 
parts, in addition to several cases of benzine; 
at times as many as five spare cases were on 
the car. 

"The road is very diverse in character, at 
times following an old river bed, shingly and 
boulder strewn, rocky, hilly and even moun- 
tainous, the long flat stretches of the desert, 
long patches of loose sand, stretches of swamp, 
whilst between these there are places where 
the surface is almost perfect and extending 
for long distances in undulating slopes. Over 

these latter the car at times attained a speed 
of sixty miles an hour. 

"Excluding some days spent in Urga the 
run from Kalgan to Kiaxta occupied four 
days, including all stops, camping at night, 
holdups in the bad places and crossing rivers. 
The distance is approximately a thousand 
miles and this time has probably not been 
bettered on this road. 

"We can certainly say that the car has 
staying power and can put up with a large 
amount of rough usage. This latter it had in 
plenty, but in spite of that arrived at Kalgan 
showing little sign of wear or tear. 

"Such a trip could only be accomplished 
with a good car and a good driver, and we 
were fortunate in that we had both." 

The bureau of mines is preparing to 
divulge to oil men of the country a secret pro- 
cess by which they will be enabled to save 
each year 300,000,000 gallons of gasoline 
which is lost through evaporation. This sav- 
ing, it is estimated, would be sufficient to 
keep 1,200,000 automobiles in commission a 
year and would represent a saving of at least 

The Hudson Super -Six Stands First Among Fine Cars in Chile 

They do not hesitate to go anywhere with a Hudson in Chile. 
For a number of years now the Hudson has held a high place in 
the South American country and these two photographs from 

Graham, Rowe & Co., at Santiago, show the diversified uses to 
which the car is put. At the left — a Hudson fording the Bio Bio 
river. Above — a fleet of Super-Six ambulances at Santiago. 

Digitized by 



Motor Car and Airplane Com- 
pared as Mail Carriers 

(From San Francisco Examiner.) 
By Chris. J. Helin 

WITHOUT regard to geographical lo- 
cation the American public recently 
focused its attention on the flight 
of the first transcontinental United States 
mail airplane. It was realized when the plane 
successfully traversed the higher air paths 
and landed in this city with its load of mail 
that the event was epochal and perhaps 
marked the inauguration of a service which 
before long would prove indispensable in 
he busy life of the country. 

This plane, a huge De Haviland Four, with 
twelve cylinders, left Mineola, L. I., at 6:41 
a. m. Wednesday, September 8, and arrived 
in San Francisco at 2:23 p. m. Saturday, 
September 11. The time it required for the 
flight was four days, seven hours and forty- 
two minutes. 

Yet only a few days previously an Essex 
car, also carrying the United States mail, 
crossed the continent in four days, fourteen 
hours and forty-three minutes — only seven 
hours and one minute longer than the time 
required by the Government airplane! 

The Essex is only a four-cylinder car, with 
a motor length over all of only twenty-nine 
and one-half inches. When the fact is con- 
sidered that 12 -cylinder De Haviland passed 
through the upper strata of the air, encounter- 
ing virtually no obstacles, while the four- 
cylinder Essex encountered the roughest 
roads for stretches of hundreds of miles, 
desert sand, high mountains, tortuous grades, 
long gumbo stretches and various other 
obstacles to speed and never once exceeded 
the legal limits for traffic in scores of cities, 
the magnitude of its wonderful feat becomes 

Moreover, the fact should also be taken 
into consideration that the big airplane 
traveled virtually in a straight line for the 
entire distance, while the route of the Essex 
was much longer. And then, when it is re- 
membered that not only one but four Essex 
cars, two traveling eastward and two west- 
ward, made the trip, that all four broke the 
previous transcontinental speed record, and 
that their average time was only a little more 
than four days and twenty-one hours, the 
praise which the little car really deserves will 
unquestionably be forthcoming. 

Oakland Runs a Great Economy Test 

There is an Essex car now in Des Moines 
for every 1800 persons. 

By way of appreciation, the carmen of Des 
Moines presented their attorney with a new 
Hudson Super-Six. 

ifornia, in co-operation with Harold 

L. Arnold, northern California distributor. 

The course was 20.8 miles long, between 
High street, Oakland, and A street, Hay- 
ward, over two virtually parallel roads, East 
Fourteenth street and Foothill boulevard. 

One of the cars participating was the 
famous "SX Arrow," with which two Los 
Angeles girls made a momentous trip into the 
Devil's Punch Bowl after crossing the wastes 
of the Mojave desert north of Old Baldy in 
southern California. This car has traveled 
more than 34,000 miles and seen the hardest 
kind of service. The other three cars were a 
roadster and two touring models, with a 
mileage ranging from more than 7,000 to more 
than 14,000. 

"In these days of high-priced gasoline the 
record of these cars is significant," wrote 
Major Vulte in his official report to the 
Major General Commandant of the Marine 

Salt Lake Shows Them All Sides of the Essex 

THE Botterill Automobile 
Co., Salt Lake City, be- 
lieve in letting the Essex be 
seen from all angles. So that 
everyone could have this 
opportunity, they turned an 
Essex over on its side in their 
show room window with the 
oil pan removed from the 
crank case as shown above. 
It attracted so much atten- 
tion that Ogden tried it out, 
and sold a car as the result, 
At the Boise State Fair the 
display held people at the 
Essex booth when others were 

Corps at Washington, D. C. Each of the tanks 
was emptied and exactly 11 3 4 gallons of 
gasoline flowed in before the tanks were 
sealed. A Sergeant of Marines accompanied 
each car from start to finish, taking the speed- 
ometer reading before the car was thrown in 
gear ready for 'Go' and when it stopped after 
the last drop of gasoline had been exhausted. 

" The Foothill boulevard is hilly and a stiff 
wind blew most of the time. For two hours 
the first night a heavy rain fell and the cars 
lost a good deal of gasoline skidding, particu- 
larly on the hills. Only one driver, I under, 
stand, could be rated as an expert, the others 
being of about the same type as is usually 
seen at the wheel of an automobile. 

"The cars were stopped and started — 
starting uses gas, too — about five times in 24 
hours, for various purposes, principally to 
enable drivers and observers to eat. Not a 
drop of water, my men report, was put in a 
radiator nor a drop of oil in a crankcase during 
the run. No mechanical tiouble arose with 
any of the cars. When the rather trying condi- 
tions are considered I deem the performance of 
these cars really remarkable." 

The first car was officially started by Maj. 
Vulte at 1:33 P. M. Monday, October 4th, 
and the others in succession at intervals of 
two minutes, two traveling along East 
Fourteenth street and back on the Foothill 
boulevard and the other two in the opposite 

One car was emptied of gasoline about 8 
P. M. Tuesday, October 5th, and the last 
one was checked off by the Marine observer 
shortly after 8 A. M. Wednesday, October 
6th. In two instances relief drivers were sup- 
plied after the wheelmen who started had 
been in their seats about twenty -eight hours. 
The four official observers stuck to their posts 
in every instance from start to finish. 

Digitized by 






Future of the Automobile Industry Assured 

This Article, by Paul Clay, Appeared in Forbes Magazine, October 16, 

and is Reprinted Here by Their Permission. It Contains Some Very 

Interesting Data on the Future of the Automobile Industry. 

THE motor companies are 2' miiiiuMii..i,.i.i..iiiii..„,.mi....i..t i. .,..,.... transcontinental Lincoln High- 
just now producing from | <<i n brief, the actual, definite trace- \ w *y was increased from 2,161 
10 to 20 per cent, below | able indications are that the motor | miles to 2,421, a gain of 17 per 
capacity; one or two weak motor | companies of the United States will = cent. At the end of 1915 the 
concerns have gone into re- 1 permanently need all of their present § reporting states showed 233,153 
ceivers' hands; a small amount 1 producing capacity, and a little more. § m ii es of improved roads, but at 
of help has been laid off by the = This, too, is upon the assumptions that § the end of 1916 the report- 
Michigan and Ohio plants; and { the "saturation point" will *>e prac- § ing stateS) which were larger in 
in consequence of the dullness of i Really reached in ten years and that | numb sho wed 324,798 miles, 
motor production, the rubber § the number of new users of motor = » ' 
business is dead, so that Akron, 1 vehicles in the United States will | We probably have m this 
Ohio, the great rubber city, is I steadily diminish in the meantime. 1 country not less than 500,000 
suffering real depression for the \ "Jt is the immense and certain re- 1 miles of improved roads now, 
first time in many years. Hence | placement demand that will make | and tn *s number for some years 
the bears in Wall Street have = the big motor business of the future. | should increase at the rate of 
circulated a great deal of pes- f To take care of replacements alone 1 at least 50,000 miles annually. 

i^J^^^l^^ I ?" r m ° t0r co ?? an T abo ^ ten ye f? i Furthermore, the "satura- 

^llS I *™m nw will have to produce roughly ,^ tkm in „ rc di which 

are selling off. % 2,000,000 motor vehicles per annum, | there has lien much discussion, 

But is there any real cause for = which is more than they ever yet pro- | is undoubtedly a long way off. 

pessimism as to the future of | duced in their greatest boom year." | By this phrase is mea nt the 

^ ' TiniiiiiiiiiiiMiiiMiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiir point at wnicn tne entire poten- 
One ought to let the statistical tial market is saturated with 
records answer the question. Opinions drawn from mere automobiles, and beyond which automobile sales will in- 
abstract reasoning are as worthless as the thin air they are crease only in proportion to population. But of the 
made of. 8,000,000 motor vehicles now in use in the United 
Let us notice first the persistent increase in the popular- States, approximately 2 000,000 are in use for busing 
ity of motor vehicles, and the steady gain in the output purposes mainly or solely. This leaves only 6,000,000 
of them; and then by comparing these items with popula- "pleasure cars. 

tion and wealth, see what is indicated for the future. It Millions Yet to Buy Cars 

is the actual record that should do the talking. We nQw haye fa ^ country 22>000>000 famiHes ^ 

Cars in Use Yearly Annual Vehicles an average annual income of about $2,550 each. Of these 

Year Dec. 31 Increase Production Exported families 16,000,000 are without automobiles, and yet 

1919 7,523,664 1,434,909 1,974,016 83,454 even factory labor in New York State is now drawing 

wis 6,146,617 1,004,175 1,153,638 47,244 average wages of $1,200 per annum. Probably not less than 

1917 4,941,276 1,139,324 1,869,584 80,245 ^„ tt «.£_■ * f qU JVl „ Q JL :„ ««r,V« «,««» uL„»U+ «~^«,* 

1916 31544:952 i 121 164 l 583 617 80,843 one-third of all the cars in service were bought second- 

1915 2,423,788 669,218 892,618 63,951 hand by their present owners, and second-hand light cars 

1914 1,754,570 501,536 573,114 25,765 can be bought in almost unlimited numbers at $300 to 

wi3 1,253,034 243,521 433,400 26,889 $500 each. The distances run by cars owned by families 

t* j _^- 1ft1A ^ , v « j t_. • j j of moderate or small means are down around 1,500 to 

Production in 1919 established a new high record ; and 2 QQQ miles an and the e ^ Jn- 

tXC FV n T arS ° d ? r K,T n th lP£** nt °™> * ^ wll J eluding everything, is in many instances as low as 6 or 8 

probably keep on establishing new high records most of cents * It fo f lows ^ {{ht ^ ^ ht second . hand ^ 

the time for a decade or two. be purchased and mn one year at an aggregate cost of 

50,000 Miles of Good Roads Annually only $390 to $660. 

More and more good roads are steadily increasing the Three-quarters of all the families in the United States 

scope of the motor car. In 1916 the 35 states making could own and operate automobiles if they wanted to. 

reports spent $92,165,139 for roads; but in 1919 38 states The means are not lacking. To figure that 9,000,000 

making reports had authorized road bonds to the aggre- families out of our 22,000,000 will ultimately own cars 

gate amount of $635,686,729. The Federal government in appears conservative. Even should motoring become less 

1919 voted aid for road building to the amount of $194,- of a craze, still with many classes, such as our 6,500,000 

795,453. During the year the improved surface of the agricultural families, the automobile is so convenient and 

(Continued on Pmge 4 t Col. 1) f^ 

Digitized by V^jOOQ IC 


"The Trail of the Arrow" Brings Thrills 
to Winston -Salem 

Tf ROM many parts of the country reports 
**• are coming in, telling of the good work 
that is being done by "The Trail of the 
Arrow." Everywhere the film is creating all 
the interest its advance agents promised for 
it. It is more than living up to expectations. 

In Winston-Salem, N. C, it has been 
exhibited by The Motor Company in two 
local theaters, with splendid results. An 
Essex placed in front of the theaters, so that 
patrons and passersby might examine the 
leading character in the feature play, created 
further interest. Now the film is being shown 
about the territory. 

Guy L. Smith, of Omaha, has just com- 
pleted a 12 weeks advertising and exhibition 
campaign with the film. He was one of the 
first to receive a film this summer. He has 
made use of it in such a great variety of ways 
that we reproduce here his letter, for the 
benefit of others. It has many valuable sug- 
gestions : 

"The film was shown first in our showrooms 
for three consecutive weeks, immediately 
following Essex week, and very large crowds 
were attracted at every showing. As many as 
three showings were given in a single night. 

"We purchased our own projecting machine 
and immediately following our own show 
here the film was sent into the territory and 
was shown in every town where we have a 
dealer and in quite a number of towns where 
we are anxious to secure dealership connec- 
tions. We even made showings in towns 
without electric light stations by using auto- 
mobile batteries to supply the current for 
the light. 

"The picture was shown in showrooms, in 
garages, on bill -boards, in public parks, 
county fairs, and many picture theatres were 
used to display the film to advantage. In 
fact, "The Trail of the Arrow" was shown in 
as many places as possible and under all pos- 
sible conditions. 

"Great interest was shown wherever the 
picture was on exhibition and even in several 
chautauquas our picture was the main fea- 

ture. At one of our dealer's points the pic- 
ture was shown in the town square and our 
dealer attracted a crowd every night by the 
use of a brass band. Practically everybody 
in this town saw the picture several times. 

"We used newspaper advertising in the 
larger towns and hand bills in the smaller 
towns, and taking it as a whole, with the 
crowd attracted and the interest shown by the 
public, we can easily anticipate a great benefit 
in the way of sales. 

"We have had a number of requests from 
dealers to have a return engagement, and 
these will be taken care of immediately. 

"I think, with our National Advertising 
campaign, the Essex transcontinental mail 
car and "The Tiail of the Arrow," the Essex 
is very favorably known in every community 
in our territory and is now the object of 
conversation in many places that have never 
seen the Essex car. 

"Our dealership organization were all very 
highly pleased with the results they obtained, 
and in several places direct sales were the 
result of the showing of this picture. 

"This picture has hardly missed a day in 
the past two and one-half months and I feel 
certain that a great deal of benefit is going 
to be derived in the future, as there now is a 
good impression of the Essex car in all sec- 
tions where the picture has been shown." 

Announcing — Mr. Stork 


•OLI f»OM 






Uses Hudson for Truck and 
Here is His Record 

44 T HAVE observed," writes John S. Jessup, 
+~ Goshen, N. Y., to Howard Rockefeller, 
Hudson and Essex dealer at Middletown, 
New York, concerning the second Hudson 
phaeton he has owned, 4, that new buyers of 
automobiles often ask the dealer how many- 
miles per gallon of gas the car will run, and I 
thought you might be interested in a run I 
made yesterday with the new Hudson. 

44 The distance covered was fifty-six miles 
from my place to Hamburg, N. J., and return. 
I used three gallons and one quart of gasoline, 
and one pint and one gill of oil. You will 
notice this is better than eighteen miles to 
the gallon of gas. I carried a load of 850 lbs. 
of wheat and including myself making a total 
load of 1013 lbs. This is nearly all dirt roads 
and many steep hills, on which I used both 
low and second speed. 

The distance going was 26 miles — time 2 
hours and 10 minutes. Coming home with 
a load of flour I tried a different road and the 
distance was thirty miles, and the time 2 
hours and 15 minutes. Some drivers no 
doubt would have made much better time, 
but when I use my car for truck purposes 
I drive only at truck speed. The extra 
amount of low gear work of course used more 
oil than usual. A dead load of 1000 lbs. is 
much harder on a car and tires than the 
same weight of passengers. Therefore it paid 
me to run slow. The engine ran beautifully; 
never had to stop for water or anything." 

52,000 Miles — He Won't 
Sell It 

In the fall of 1916 F. W. Potter, of Spring- 
field, Mass., purchased his first Hudson — a 
phaeton. He had bought eleven cars before 
this one, but says he never really owned one 
before. ,4 And," quoting Owner Potter, 
"today it is as good a car in every way. Makes 
15 miles per gallon on gas. Is as quiet as a 
mouse, And climb! Well a ride would demon- 
strate that I am not overestimating one 
thing. Always ready, always willing and 
.reliable. Never think of my car not being 
ready for service. Repairs Nil." 


SEPTEMBER 27. 1920 


Here is how the Hudson dealer at Fair- 
port, 111., chronicled the arrival of a 
double addition to his family circle. 

A Bankers' Viewpoint 

44 The automobile is important not only 
as a factor in the necessary transportation 
facilities of the country, but as a contributor 
to one of the largest of our industries and a 
promoter of happiness and morals. Next to 
the church, there is no factor in American 
life that does so much for the morals of the 
public as does the automobile." Such is the 
viewpoint expressed by E. C. Stokes, former 
governor of New Jersey and now president 
of the Mechanics' National Bank of Trenton, 

An Essex Wins Southeastern 

An Essex driven by Louis Disbrow won 
the Southeastern Derby at Atlanta, Ga., 
before a crowd of 25,000 spectators. Sig. 
Haugdahl, with an Essex, won the Atlantic 
Sweepstakes in the second day's racing at 
the Atlanta Fair and the Essex won in two 
other class events. 

Johnny Rainey, in an Essex, lowered the 
state half-mile track at Meridian, Miss., for 
the one mile. He also finished first in three 
events entered. 

Digitized by 



English Experts Express Admiration for Essex 

Tributes to this Staunch American Built Car from a Race who are 
Internationally Known for their Reticence and — Most Important 
of All — the Stamp of Approval by Such an Authority as S. F. Edge. 

THERE are several very important motor journals 
published in the British Isles and they review motor 
cars from unbiased and quite exacting View-points. 
It is interesting to note the attitude their writers take 
when a new American car is introduced. 

The Essex, of course, has been in their market for over 
a year, but in keeping with their traditions they have 
refrained from commenting on it, except to chronicle in 
their news columns the many victories it has won on 

their various speedways and in famous hill climbs. 
Now, suddenly, as if the Essex had asserted its right to 
be criticized, we begin to read things about it. The most 
important story of recent date is that by S. F. Edge, the 
noted British authority on motor cars. You will probably 
recall the name in connection with the Hudson 24-hour 
run, for it was Edge's record that the Hudson shattered. 
Mr. Edge, writing in The Autocar, a very prominent 
trade journal, pays great tribute to the Essex. He says: 

"Another of the five cars I used during 
the last few weeks was one I cannot help 
mentioning, the four-cylindered Essex, with 
an R. A. C. rating of 18.4 h. p. It is an Ameri- 
can production, with absolutely the brightest, 
liveliest little engine I have ever found in an 
American car; in fact, this motor might 
really have had a Coatalen or a Pomeroy as 
its sponser. Quite outside the engine's merits, 
however, the whole car is good, pleasant to 
use, and striking. The steering is light and 
easy; the springing is good; the brakes are 
good; in fact, everything to do with its 
driving is most satisfactory. The price 
charged too, is very reasonable for what is 
given, by comparison with the prices of other 

"The ability of the Essex to climb hills on 
top-speed, and yet give one a comfortable 45 
miles per hour with four people up, is un- 
equalled in my experience of four-cylindered 
cars of the same engine-dimensions. It is 
really surprising that one can still fall across 
such good cars, quite unexpectedly. I heard 
of the Essex through a friend who often tells 
me of swans which turn out to be geese; but I 
ignore his exaggerations, because there is 
generally at least one swan-like attribute 
about anything he commends, and I like 
enthusiasm, even when it is not altogether 
disinterested. But in this case my friend had 
certainly not overstated the facts, and I was 
most intrigued to find an American "four" 
of such flexibility, liveliness and substance, 
notwithstanding its quite moderate all -on 

"The next day I had a good long trip on 
a British-built car of about the same seating- 
capacity, but with a slightly larger engine. 
Although in some matters the British car's 
design was the better (or perhaps I can more 
justly say the better in my eyes), its road- 
performance was not to be compared. In 
hill-climbing, for instance, the home-built 
car was always a speed (or gear combina- 
tion) inferior to the Essex. To pick-up after 
slackening of speed one simply had to change - 
down, whereas the Essex was still quite 
happy on its top-speed." 

Another Britisher's Opinion 

In the September 30th issue of "The 
Auto" — a London motor paper — there ap- 
pears a very interesting and lengthy story 
on the Essex, written by a motor-wise 
Englishman under the initials "E. N. D." 

"Like all old stagers, I am constantly 
changing my politics, so to speak, in the mat- 
ter of car-nationality. One time and another, 
after a few hundred miles on a newly-met 
car, I have mentally decided that England, 
or France, or Germany, or Belgium, or 
Switzerland must after all, be given the credit 
of turning out the nicest car I have tried. 
The cars have been — over a period of 16 
or 17 years — one, two, three, four, six and 
eight-cylindered. There have been gems of 
each type of design, and of each country's 
fabrication, so that I can say this without 

bringing tears to the eyes of anybody — from 
the Marquis De Dion in the one-cylindered 
category to Mr. Sydney Guy among the 
"eights." .... 

"I have seldom felt wildly enthusiastic 
about American cars, because those I have 
tested have so often been very nice cars 
which might have been much nicer cars if 
another ten pounds, or fifty pounds, had been 
spent upon their production. But during a 
shoit holiday taken recently, I chanced upon 
the 18.4 h. p. four-cylindered Essex, and to 
warn off at once those who do not like en- 
thusiasm I may say that, judged by the 
sample I borrowed for a day during August 
last, this Essex is a magnificent four-cylindered 
car, would be that at any price, and is a 
colossal revelation of the value Americans 
can offer at its price of £740. 

With the pound sterling at, roughly, 3 
dollars 50 cents, as I believe it is, this is a 
remarkable figure. Look around the British 
market, seeing what (except for the Austin) 
one can buy for less than £740, of equal 
power (as distinct from mere engine-size) 
and "turn-out" (by which I mean workman- 
ship), and the marvel becomes the more pro- 
found. I am not going to say that the Essex 
is the best value existent, because there are 
many comparatively new cars most of us 
have yet to try. But I don't know anything 
like it. . . . 

"The doors shut without the aid of a rail- 

mt miiiiiiiiii mi mini i imiiiiii liiiittiiiiiiiiiiiini iiiii i urn mi iimi ii 

This from The Car, Still 

Another London Magazine 

I REFER to the remarkable achieve- 
ment of a stock model Essex touring 
car in crossing the American conti- 
nent from San Francisco to New York in 
4 days, 14 hours, and 43 minutes. A fifty- 
pound sack of mail, brought by specially 
sworn deputies, is Uncle Sam's stamp of 
almost official authenticity. 

The route of 3,347 miles was covered 
in about 110 hours by the staunch little 
car, whose record shatters the previous 
fast time of the Hudson — its big brother 
— made four years ago and slower by 
thirteen hours. Not — I think — even the 
rigorous tests of Africa could inflict more 
punishment on an automobile than this 
non-stop run. There are runs through 
arid desert country with long stretches 
of sandy waste and sagebrush ; mountain 
climbs where the roads are just notches 
that God might have whittled, and drops 
of thousands of feet to stony valleys ; dirt 
roads that a sudden shower converts into 
three feet of mud. I know these roads. 
I've broken springs and tires and com- 
mandments on them, and I know 
whereof I speak when 1 say that it's 
not merely a record — it's a miracle. 


way- porter, and open at the lightest pressure 
on the (plainly seen, and obviously used) 
outside T-handles. The body, as a whole, is 
excellent. If America will not mind my say- 
ing so, it might be an English body, and a 
good-grade pre- War English body at that. . . 

"This, I think, about exhausts what I 
noticed, because all but an hour of the time 
the Essex was in my charge I was on the move, 
and during that odd hour I was kept so busy 
agreeing with one of my passengers (a very 
experienced test-rider, with the exactingness 
born of experience) that it really was a most 
unusual car, and that there must be a crab 
somewhere, if only we could find it. We 
searched high and low; in, out and round 
about. But to no avail. . . . 

"Now to the car's behaviour. That loaned 
to me by Messrs. Shaw and Kilburn, Ltd., 
was a new specimen, whose speedometer 
showed about 70 miles' total running when I 
took it away from Wardour Street .... 

"Emerging from Wardour Street on to a 
real road, I found that the engine leapt into 
revs, admirably, without any hesitation or 
stagger and decelerated with equal smooth- 
ness. Except for a minute's halt at Hyde 
Park Corner, I ran to the outskirts of London 
without getting off the direct-driven third 
speed. The foot-brakes acted like chamois- 
leather on polished steel; the hand-brake lever 
was well within reach. The steering was 
"new," but pleasantly light and sure, and 
self-correcting to just the right degree. 

"Collecting a freight of three matrons and 
a couple of youngsters, I set out after lunch, 
not bound anywhere in particular. The idea 
was merely to give the crew an airing, and 
get a couple of photographs. But when we 
had got past Esher, it was so evident that the 
Essex was a very special sort of American 
that my wife asked me if Hindhead would be 
too far to go for tea. I guessed not, and we 
went to Hindhead. Every mile we went I 
liked the Essex more and more. . . . 

"Engine, suspension, steering, body-com- 
fort, position of control-devices (the location 
and construction of the accelerator pedal are 
especially noteworthy), were alike faultless. 
In fact, it was impossible to believe that all 
this satisfaction of performance was pur- 
chasable at £740, and that the car had still 
to run its 250th mile. Value-comparisons 
have no place here. This Essex may have 
been a very fortunately-chosen specimen 
(though certainly new, and equally certainly 
not the "demonstrator" used to sell Essex 
cars). But I do not remember at any time, 
and certainly not in the past six years, driv- 
ing a more comfortable, delightful, efficient 
motor-car of four-cylindered type, at any 
price, than this. 

"One can only guess at its endurance, of 
course. But it looks to be so really and truly 
built, right through, that I am sure the stuff 
will be worthy of the design and the work- 
manship. Given that, it is today one of the 
most remarkable examples of value for money 
the whole world of car-producing countries 
can offer, in the London market." 

Digitized by 



Future of the Automobile 
Industry Assured 

Continued from Page 1. 

useful that it is bound to become more 
and more popular, regardless of any 
style or fad. Of course, the number of 
new users of automobiles, meaning 
those who never had a car before, will 
finally become smaller and smaller; 
but on the other hand the number 
of cars required to replace worn out 
vehicles is bound to grow so fast as to 
be more than an offset. 

The fact is that even if the "satura- 
tion point" in the United States for 
pleasure cars were absolutely known 
to be represented by 9,000,000 fam- 
ilies, it would still follow that in about 
ten years we should require an average 
annual car and truck output of some- 
thing like 2,350,000 vehicles, as com- 
pared with the high record thus far of 
only 1,974,016. 

Life of Car Now Longer 

Nor is this large indicated future 
requirement due in any great degree 
to the export business. In 1919 we 
exported only 83,454 cars and trucks 
against 63,951 in 1915, so that the 
increase is only about 5,000 cars per 
annum. The big gain in future pro- 
duction is bound to come from the 
scrapping of worn out cars. The life 
of the average car is often figured at 
three to five years; but as automo- 
biles have gone into the hands of 
those of smaller and smaller means, 
the average annual mileages run have 
greatly diminished, and the average 
life of cars measured in years has 
correspondingly increased. 

The smallness of the number of 
cars scrapped in the typical year 
shows that the life of the average 
car is eight years or more. In 1919, 
for example, we produced in the 
United States 1,974,016 cars and 
trucks, whereas the gain in registra- 
tion during the year ended Decem- 
ber 31 was only 1,434,909. Of the 
remaining 539,107, exports repre- 
sented 83,454, so that the balance of 
455,653 doubtless represented the 
numbers of cars and trucks worn out 
and scrapped. 

Effect on Production 

But this 455,653 motor vehicles 
was equivalent to only 7 per cent, of 
the average number in service for the 
year; so that if one took 1919 as a 
guide, he would have to reason that 
since only 7 per cent per annum are 
worn out, the life of the average car 
is 14 years. However, the scrapping 
in some other years has run as high 
as 13, 14 or 15 per cent.; and taking 
our recent experience as a whole, it 
indicates an average, life of about 
eight years. 

It is surprising what this means 
as to future production. On June 30, 
according to the registration of the 

Old White Wheeled Essex 

Climbs Town Hill, Shrewsbury 

On High Gear 


This famous old or has been run continuous!} since Inst December. 

It bucked through last winter's snou drifts after all other cars had quit. 

Il has been driven twice to the summit ol Mount Mansfield, four times 
In the l"p of Smuggle 's Notch. 

Three runes it h.i> been dm en from Bethel to Rutland on high fjrar 

though (jsttord Ro.ui. 

On a demonstration it was dri\ en from Pirtsford to Middlebury on one 
gallon ni gasoline. tw«mt\ h\ e miles. 

The Essex registers at 18 horsepower, Its price is $1595, t.o.b. Fact. 

On Friday afternoon the White Wheeled Essex, being obliged to start at 
a standstill at the Brv>ks place because of the broken bridge, climbed Town 
Hill in Shrewsbury tlVE TIMES ON HIGH GEAR before the following 



Power, Speed, Rid in f, Qualities and Freedom from Repair.: equal to the 
most expensive, the Economy of Gasoline, Oil and Tires of the smallest, 
lightest and nmst economical, and a Rugged fiturdiness all ;is own un- 
equal itu by anything m the world. 



Rutland County Distributors 

THE advertisement above tells the finish of the story. Here is how it happened: 
Some time ago the public's attention in Rutland, Vt., was called to a certain 

hill known as "Town Hill" in Shrewsbury, near Rutland, by the dealer. A new 

model— — (it's a larger and costlier car than the Essex) was in Rutland with some 
traveling representatives of the Boston Distributor. This car, after many attempts, 

did finally climb the hill once on high gear, but the car left town and the dealer 

at Rutland hasn't been able to get another car up on high. So the White Wheeled 
Essex, now as well known in Vermont as the Green Mountain Boys are out of the 
state, went up to Rutland from Bennington and the above advertisement is the result. 

various states, there were 7,904,271 
cars and trucks in use in the United 
States. Upon the basis of an eight 
year life, these will have to be re- 
placed by 1928. Besides this, even 
if the number of users of motor 
vehicles steadily and persistently di- 
minishes every year in the meantine, 
it is roughly indicated by the meagre 
available figures, upon the assump- 
tion that the present trend of develop- 
ments continues, that in 1928 some- 

thing like 175,000 commercial cars 
should be sold to business houses that 
never used them before, and about 
80,000 passenger cars to families 
that never had them before. Allowing 
also for an export demand of 125,000 
vehicles, we have here a total of 360,- 
000. Adding this to those motor 
vehicles now in service which are 
due to be scrapped and replaced in 
1928, wehave a total indicated demand 
of about 2,022,000 motor vehicles. 

Digitized by 






New York Sells 228 Cars in October 


More Than in Any of the Preceding Three 
Months — And Here is How It Was Done 


TTHE month of October marked a distinct return to better busi- 
-*- ness for the New York territory, for in that time the Hudson 
Motor Car Co. of New York, Inc., and its branches reported sales 
of 228 cars. This is exclusive of wholesale sales to dealers and the 
dealers' retail sales. The secret of this selling revival is simple and 
practical. It is told in two short words — "More Men." 

While other distributors along the row were accepting the theory 
that there were less prospects, Distributor Houpt reversed the 
motion and went into broader fields. New salesmen were added, 
so many at times it seemed as if they might stumble over each 
other if they all came into the salesroom at the same time. They 
combed Manhattan Island from the Battery to Van Cortlandt Park, 
and they got results, as the figures show. 

It was just good old-fashioned effort that turned the trick. There 
wasn't anything spectacular about it. No brass bands, no parades 
or sleight-of-hand. Everybody was just on the job and wide awake. 
July and August, and even September, when so many things were 
happening, were good months, but as October dawned, with its dis- 
mal forecasts and the newspapers spreading their tales of lower 
prices, creating an atmosphere against buying, New York saw that 
unless they shook off the lethargy they, too, would be swamped in 
the sea of gloom that was creeping up into the salesrooms of 
other dealers. And so every salesman went out to sell cars --- to talk 
Hudson and Essex and not conditions. Went out with the firm and 
fixed idea that people wanted cars and would buy them, and the 
result was—the best selling month since last June. 

What New York did, and what other Hudson and Essex distribu- 
tors and dealers are doing, is conclusive, that the greatest factor in 
salesmanship, after all, reduced to the simplest definition, is WORK. 

Digitized by 



"Look For the S-X Arrow* '--and All Raleigh 

Is Doing It 

"Here," Said the Kodak, is 

A Perfect Setting For 

The Super-Six 

'"THE residents of Raleigh, N. C, have all 
-*" turned sleuths. Walk down any street 
and watch them. The young fellow ahead — 
what's he doing? Lifting automobile cushions, 
prying into top covers. Now he's down on 
his knees looking under the sidewalk. But 
he isn't the only one, there are a dozen 
repeating similar antics in the same block. 

Calm yourself, stranger, those busy snoop- 
ing citizens are only looking for S-X Arrows, 
and he or she who finds the largest number 
before Saturday night will be handed $25 
at Raleigh's leading motion picture theater, 
and other searchers, not such good hunters, 
will receive lesser cash prizes. Such is the 
week of activity planned for the good 
citizens of Raleigh by the Horton Motor Co., 
sellers of Hudson and Essex cars in that 
North Carolina city. 

The unique method of presenting "The 
Trail of the Arrow" film that is being carried 
out by this dealer was told to Assistant 
Sales Manager Drumplemann, who went 
through that territory recently. And from 
all accounts it is a stunt that could be used 
to good advantage elsewhere. 

First the dealer secured the privilege to 
show the film in the leading theater. The 
date set, he had 300 miniature S-X arrows 
printed, and on Monday hid 50 of them. 
Most of them in places where they could be 
found without too much hardship. Tuesday 
another 50 were hidden, and the names and 
locations of the first 50 printed in the news- 
paper. Each day this will be repeated, and 
the person finding the largest number will 

receive the prize at the theater Saturday 
night. Other prizes for second and third 
places will be given. 

Imagine if you can what an interest the 
children will take in this hunt. Father and 
mother may not openly join. They will 
give counsel however and maybe after night- 
fall do a little detecting themselves. Of 
course everybody that hunted, and that 
means nearly all of Raleigh apparently, will 
jam into the theater to see the prize winner 
and to be shown "The Trail of the Arrow." 

There isn't any doubt that Essex will be 
better known than ever after this week in that 
section of North Carolina. It's just another 
practical application of making the people 
"Watch the Essex." 

Hudson Wins in Argentine 

Down from the Argentine comes a report 
of how a Hudson captured first money in an 
exciting race in the city of Mendoza. The 
Super-Six owned by Messrs. Alberto Arizu 
and Latcia, and Messrs. Furlotti and Sons 
attained a speed of better than 92 miles per 
hour. The race took place on a main thorough- 
fare, the track being kept clear by the police. 
The Hudson finished well ahead of all com- 
petitors. It is estimated that over $200,000 
in bets changed hands on the race. The 
winner's purse was $10,000. 

As Long as It's Hudson or 
Essex It Will Get There 

Little, Brown & Company, Boston, Mass., 
evidently know that "HUDSON BUILDS 
THE ESSEX." They wrote a letter addressed 
to Stuart P. Dobbs, Essex Bldg., Ogden, 
Utah. There is no "Essex Building" in 
Ogden, but there is a "Hudson Building," 
and so Mr. Dobbs received his letter without 

Essex Wins at Waco 

Before the largest crowd that ever gathered 
at the Cotton Palace grounds in Waco, Texas, 
Essex cars carried off premier honors. Their 
record for the day was two firsts, a second 
and a third. Percy Willis, local dealer, 
added to the interest of the day by pulling 
off a special race between the winning Essex 
drivers for a cash purse. 

A wonderful car in a beautiful setting. The 
view shows the famous "Lonesome Pine" on 
the Sun County Gogebec Road, near Three 
Rivers, Michigan. 

The tree is protected by an iron fence 
erected by the state. It is a favorite stopping 
place for tourists. 

Boise Reports Nine Cars Sold 
in Five Days 

No one can convince the King Motor Co., 
new dealers at Boise, Idaho, that business is 
not good. In a five-day period just passed 
L. W. King reports the sale of five Hudsons 
and three Essex cars. The Hudsons included 
a sedan, a 7-passenger phaeton, and three 
4-passenger phaetons, while the Essex were 
all touring models. A used car was also sold 
for $1500, making the total amount of 
business during the period — $23,040. 

"Shorty" Finnell, of the sales force, 
did his "bit" by delivering and receiving 
payment for two of the 4-passenger, the 
7-passenger and the used car all in one day. 

It's interesting to know that for almost 
two years Mr. King tried to get the Hudson 
franchise. He never stopped trying until he 
got it — now note his results. 

That the sun never sets on the Super- 
Six is again borne out by the above pic- 
ture. An English army officer found it 
among an old collection of photographs 
and sent it to the factory. He says: 

"The picture shows my Hudson in one 
of the back streets of Spinagar, (Kash- 
mir), India. I took the photo because 
the street entrance was so narrow that 
hubcaps just touched the mudbrick 
walls in passing through. The car took 
me two hotweathers in and out of Kash- 
mir without a hitch. I wish to congrat- 
ulate you on your car." 

TWTAN must work — that is inevitable. But he may work grudg- 
^ A ingly, or he may work gratefully; he may work as a man, or he 
may work as a slave. He cannot always choose his work but he can 
go about it in a cheerful, generous temper, and with an uplooking 
heart. There is no work so rude that he may not exalt it; there is 
no work so dull that he may not enliven it. 

No one is so brilliantly endowed by nature that he does not have 
to study eagerly. The most successful men — merchants, manufac- 
turers, or followers of the professions — are keen students. They are 
always checking up on what others are doing. No matter how near 
perfect you may think a plan or an idea is, someone, somewhere, 
will have in use something that you can profitably add to that plan. 
It may be the merest detail, but success is made up of details. And 
discovering the best details is only a matter of having the will to 
discover them. 

—EDWARD A. FILENE, Filene Stores, Boston, Mass. 

Digitized by 



Are You Taking Full Advantage 
of This Great Essex Record? 

T""YETTER appreciation of just how wonderful a record 
J—J the Essex made on its transcontinental journeys this 
summer comes to us when we read what others think 
about it. Here is an example: The Champion Ignition 
Co., of Flint, are proud to advertise the fact in numerous 
magazines that their product was used on all of the trips 
across America. Other parts makers who had built their 
units for Essex cars have also taken advantage of the re- 
cord. Sometimes we overlook the importance of such an 
accomplishment as this, but we would keep it in mind 
whenever an Essex prospect is talked to. That is why- 
Hudson has in its printed advertising constantly referred 
to its past achievements. The battle of Lexington and 
Concord is more an epoch in the lives of the young Ameri- 
can today than it was in 1800. Records grow valuable 
with age. But don't let Hudson and Essex records 
get musty. Take them out and look at them often. 

San Francisco to New York 

4 dttys, 14 hours, 43 minutes 

New York to San Francisco 

4 days, 1 9 hours. 1 7 minutes 

New York to Chicago 

24 hours, 43 minutes, 50 seconds 

One -Armed Hudson Owner 
Makes Transcontinental 

With only one arm — and his left one at 
that — it takes a good deal of nerve to cross 
the country in a touring car, according to 
intimate friends of L. J. Casbon. 

Mr. Casbon, however, says that it was not 
nerve, but confidence in his Hudson which 
led him to undertake a trip recently from 
South Bend, Indiana, to Los Angeles. 

In speaking of the trip Mr. Casbon said, 

Patrick Nunes is the proprietor of a gar- 
age in the Port of Spain, Island of Trin- 
idad. He calls it the Hudson Super-Six 
garage because he is the owner of 12 
Hudsons and 2 Essex, which we feel in- 
clined to believe is a good and sufficient 
reason. Let others follow in his path. 

"I found no trouble driving my Super-Six 
with one hand, because there is so little shift- 
ing of gears necessary, and that little can 
easily be done with my left hand or my foot. 

"The roads, however, were anything but 
good when we came across. It had been 
raining steadily for two weeks just before 
we reached Iowa and the ruts were often 
hub deep. 

"At Raton Pass and through New Mexico 
and Arizona we encountered some steep 
grades and rough driving but that car handles 
so easily I enjoyed the entire trip. I camped 
out all the way and made the run from Hol- 
brook, Arizona, to Los Angeles in just two 

Mr. Casbon has driven his Hudson 5346 
miles including this cross country trip of 2946 
miles and has never had an accident and has 
never been arrested. "I'm a one- arm driver 
all right," said Mr. Casbon, "but in a dif- 
ferent sense of the word than is commonly 
accepted today. In South Bend I had the 
agency for another car, but when I sold out 
I bought the Super-Six to cross the country. 
Its easy, comfortable driving was the incen- 
tive. I didn't want to run any risks on such 
a trip." 

Giant Arrow Points Way 

Probably the largest arrow ever built 
features the corner of Seventh and Fiqueroa 
Sts., Los Angeles. This giant arrow is painted 
in orange and blue and can be seen half a 
mile away. It is 242 ft. long and 10 ft. wide 
and its location marks the point where Harold 
L. Arnold, Hudson and Essex distributor, is 
erecting his new salesroom and service build- 

Courtesy should be the 
first requisite in any bus- 

You're Entitled to This Space, 
Mr. Peverill 

"We have noted," says J. A. Peverill, of 
the Hudson- Jones Automobile Co., at Des 
Moines, Iowa, "that reference has been made 
to various points between which one of the 
Essex Transcontinental cars made better than 
the fastest train time and note that you have 
overlooked one." 

"That was the time of westbound trans- 
continental car No. 2, from Des Moines to 
Council Bluffs. This car was driven from a 
point two miles east of Des Moines to Council 
Bluffs, a distance of 152 miles, in three hours 
thirty-six minutes; twelve miles of this 
were through the city of Des Moines; the 
car passed through twelve towns enroute; 
making nineteen railroad crossings; and, in 
this 152 miles there were 42 right angle turns 
and most of this distance is a continuation of 
steep hills. 

"The train time between Des Moines and 
Council Bluffs on the fastest Rock Island 
train is 4 hours 10 minutes. The train makes 
but 4 stops between Des Moines and Omaha, 
and travels only 141 miles. 

"This drive was made late Saturday after- 
noon into the setting sun, with the Saturday 
evening traffic on the roads. The glass had 
been previously broken from the shield, and 
between the glare of the sun and the almost 
continuous cloud of dust, it was next to 
impossible to see either the speedometer or 
watches, and the car was driven without 
knowledge of the time being made except that 
it was travelling well within its maximum 

. "The writer wishes to be modest, but can 
scarcely refrain from remarking that it was 
he who drove the car, accompanied by George 
McConnell. When we stepped into the 
Western Union office at Omaha covered with 
dust and our faces streaked with perspiration, 
a lady attendant shouted 'My God, what 
has happened?' and promptly fainted." 

Digitized by 



Some Points About the Hudson 
and Essex Clutch 

r p HE Hudson and Essex clutch is of the 
multiple disc, running in oil type. It 
has two sets of discs, both of steel, one set 
having cork inserts. 

Its operation is based on the theory that 
there is a great deal of friction between cork 
and steel but that the former element is 
extremely soft. In consequence the Hudson 
and Essex clutch is very smooth in action, 
but once engaged very seldom slips. 

The clutch itself is self-contained in an oil 
tight case, which is part of the flywheel. 

All discs are made of steel stampings. One 
set being carefully flattened and machined, 
while the same number which comprise the 
other set have numerous holes in them, into 
which cork inserts are punched. 

The corks are first soaked in water and then 
forced into the holes by a special machine. 
The corks prove highly efficient as they insure 
a smooth clutch, which does not jerk in getting 
under way or under a load. 

The clutch spring is located in a hole bored 
in the end of the crankshaft and the pressure 
is transmitted to the clutch drum through a 
ball thrust bearing. This spring is carefully 
tested before it is assembled and properly 
set when the car leaves the factory. 

Small springs are also placed between discs 
in order to facilitate their separation when 
clutch is released. 

Owing to the fact that the cork inserts 
become saturated with oil, this type is difficult 
to abuse, compared to other types. It needs 
practically no attention except proper lubrica- 
tion. The best lubrication is a mixture of 
half motor oil and half kerosene which pre- 
vents grabbing and freedom of action when 

San Francisco Sells Them The Essex 

You Just Can't Miss It 

The Willis -Chaney Co. believe in letting 
citizens of Waco, Texas, know who handles 
the Hudson and Essex in that territory. 

They have a signboard at a turn in the 
road near the entrance of one of the popular 
parks, and it is so situated that as each car 
takes the turn, the occupants just can't help 
seeing the sign. 

Do You Keep Your Triangles? 

The other day a Texas dealer took 
his Triangle file with him to his booth 
at the state fair. Somebody liked it 
so well it disappeared. And the dealer 
ordered another. This incident 
prompts us to ask through the Tri- 
angle if all dealers keep their copies 
on file. The most convenient method, 
of course, is the special binder sold by 
the advertising department at $1.25. 
The name of the firm or individual is 
imprinted at a small additional cost. 

Many salesmen and dealers make 
it a regular practice of going through 
their Triangle files regularly. They 
find that the old ideas can be used 
again to good advantage. 

'T HE sales force of the new San Francisco 
•*■ organization of Harold L. Arnold were 
recently treated to a trip through Yosemite 
Valley. The trip was undertaken to "sell" 
the Essex to its own salesmen — to fill them 
with confidence in the car and infuse "pep" 
into their selling arguments. Thirteen sales- 
men composed the party and since this trip 
their income from the sale of cars has mater- 
ially advanced in every case. 

The three Essex cars used were put to some 
strenuous tests for the benefit of the salesmen. 
Getting off the main road to the Yosemite 
Valley late at night, while snow was falling 
at intervals, their pathway being frequently 
marked by the lurid light of lightning flash, 
they encountered a grade of between 30 and 
35 per cent, in which deep gullies had been 
washed by recent torrential rainfalls. Three 
hours were required for the boys to fill these 
gullies up the hill for a distance of 150 yards, 
earth being spaded in and boughs from fir 
trees intermixed. During this short stretch 
the three Essex cars received a "hammering" 

that would have put most automobiles out 
of the game. 

When the top of the hill was reached the 
roadway faded into a number of indistinct 
trails. There was nothing but to return. On 
descending the grade a number of salesmen 
alighted and walked down. As one remarked, 
"I'm not exactly afraid of going straight down 
—but I don't like it." Next day at Wa- 
womna it was discovered that the three 
Essex cars had ascended Signal Peak, which 
in rainy weather was deemed utterly impos- 
sible, only one car in automotive history ever 
having accomplished the feat before, and then 
under the most favorable conditions. 

On this trip, which was through rain and 
snow, sleet and slush, over paved highways 
slippery as glass in the storm, through mud 
almost like grease in its effect on tires — 
two salesmen became "seasick" from skid- 
ding — not the slightest mechanical trouble 
developed on any of the cars. Not a tire had 
to be replaced and not an adjustment was 
necessary. The cars simply pulled like 
draft-horses from start to finish. 


Digitized by 






Back to Normalcy 

A Solid Business Purpose that Pledges Prosperity — 
Bank Clearings Up $2,000,000,000 in Two Months 


)ACK to normalcy" is practically an ail- 
American determination. 

It is a faith-reviving pledge on the part 
of government, business and citizenship, already 
reflected by a two billion dollar increase in bank 
clearings for last month, over bank clearings for 

Big business wills it. Little business endorses 
it. The great mass of people of all circumstances 
have spoken for it with overwhelming voice. 

The Will to Prosperity 

No parallel in concert of purpose has ever 
swept the country in peace time. It is rivalled 
only by the unanimity with which the nation 
makes war. 

It is in answer to an urge that seems to dom- 
inate every mind to get the business house of 
America back from a foundation of illusory sands 
to foundations of solid rock. 

And it is having its good effect. Every pres- 
ent indication points to a steady growth of bus- 
iness activity, the fruits of which 
already are appeari 

Do not mistake t 
confident forward 
everywhere en- 
countered, and 
which is daily more 
robustly assertive. 

When industrial 
leaders like 
Schwab and Judge 
Gary, and bankers 
like President 
Wetmore of the 
First National 
Bank of Chicago 
and George M. 
Reynolds register 
confidence it is not 
the mere cheerful 
idiocy of hollow 

In fact the conviction that we stand at the 
threshold of a new prosperity reaches into funda- 
mentals, so clear that men cannot misinterpret. 

It is identified with the three great primal 
needs of the human race — Food, Housing* Trans- 

For the first: Five great American crops this 
year break all records, and all other crops show 
a wonderfully bountiful yield. 

This is the great enabling step that will permit 
the country to go ahead, on the inevitably lower 
labor wage scale, with its big reconstruction 
problems, the foremost of which are adequate 
housing and the rehabilitation of railroad trans- 

And great basic movements of this sort always 
mean big activity in all other lines. They mean 
employment, busy steel mills, busy factories, 
busy stores, busy cities, a busy country. 

From many parts of the country come reports 
of a strong movement in building, with build- 
ing plans for next spring on a greater scale 

than any period 
in history. 

Railroads are 
undertaking pur- 
chase of equip- 
ment, replacement 
of rolling stock, 
repair and exten- 
sion of lines on a 
scale never before 

Telephone, tele- 
graph and other 
utilities are ar- 
ranging their 
schedules of re- 
construction to put 
their equipment 
back on its former 
basis of efficiency 
— which means 


Continued on Page 3, 

Digitized by LiOOQ IC 


Two Remarkable Stories of Essex Endurance 

Two trips across the continent by owners, one a double transconti- 
nental with five passengers and plenty of baggage; the other a journey 
in an Essex Sedan with an eight-foot trailer and a ton of baggage. 

HERE are two stories that every Essex 
salesman should read and profit by. 
They are doubly interesting, coming 
as they do just after the establishing of the 
great Essex transcontinental record. 

—• The Doctor's Story ■— 

Crossing the continent late in October with 
a motor car is something worth boasting 
about, but when the feat is performed with 
an eight-foot trailer attached to the car it 
amounts to something that can be announced 
satisfactorily only with Greek fire and a 
brass band. 

Evidently that is what Dr. F. Homer Cur- 
tiss, B. S. M. D., thinks, because after he 
had successfully negotiated the mountain 
passes, desert country, gumbo stretches and 
torn up roads marking the route he chose, 
he proceeded to "tell the world" (or as much 
of it as he had access to) all about the wonder- 
ful qualities of his Essex sedan. In any event, 
Dr. Curtiss should know what he is talking 
about, because he is a man of many titles — 
he is the founder of the Order of Christian 
Mystics and a member of the Society for 
Physical Research, the American Association 
for the Advancement of Science, the American 
Asiatic Association and the American Authors 

Dr. Curtiss, his wife and secretary started 
their transcontinental lecture tour from New 
York, going through the larger centers of 
population to Atlanta Ga. "Our eight-foot 
trailer," says the Doctor, "was an unusually 
large one. It carried about a ton of baggage, 
and the car we started with cost so much in 
repairs that we traded it in on an Essex sedan 
at Atlanta. We chose this car from among 
several after due investigation, because we 
were convinced of its power and endurance. 
Detour to Backwoods 

"On our trip to Birmingham we had to 
detour over the backwoods roads of the 
Alabama mountains to avoid the floods 
shutting off the main highways. Though 
scarcely limbered up, the sedan gave evidence 
of its powerful pulling powers, afterward 
amply demonstrated. At the top of one very 
steep pitch we encountered an old negro who 
had interestedly watched the performance, 
and he amused the women when he said: 
'Dat sho am de pullingest can I eber done 
saw in muh life.' 

"At Dallas, Tex., after crossing Alabama 
and Mississippi, we were weatherbound by 
floods for two weeks and finally had to ship 
our car across twenty-eight miles of black, 
waxy mud. We 
were told we could 
not make the 12- 
mile stretch of 
black mud, for 
which Oklahoma is 
notorious, even 
without a trailer, 
but we made it with 
the trailer, using 
chains and mud 

"In Kansas City 
we lectured for two 
weeks and then ran 
to Denver through 
the sand and hills of 
Eastern Colorado, 
passing many large 

cars on' the way. We also climbed Pike's 
Peak and visited many other points of interest. 
On the way to Yellowstone Park we were 
misdirected and wandered around the sheep 
country until an old sheepherder put us on 
the road to Douglas, Wyo. 
Into LaVonta Canyon 

"This route forced us to go through La 
Vonta canyon, where we had to travel for 
almost three miles practically in the creek 
bed, over bowlders, logs and deep wet sand. 
After a rest at Douglas we took the regular 
trail through the 'bad lands' of the Big Horn 
region, where there was little attempt at 
roadmaking. In crossing the gullies and 
washes, the rear-end of the trailer would 
strike before the machine could get up the 
opposite slope. The long grade through 
Cheyenne canyon to the Shoshone dam and 
the figure-8 curves on entering Yellowstone 
Park were sufficient tests for any car without 
a trailer. From the Yellowstone we crossed 
through the lava beds and sagebrush trails of 
Idaho to Boise and then went on to the 
Oregon border. 

"The long, rough timber-hauling trail from 
La Grande to Pendleton, Or., cut the thread 
entirely loose from the front tires and we had 
to put on skid chains to hold the rubber on 
the fabric until Pendleton was reached. 
Another terrible hill was the one from Moody 
to John Day river, where the road descends a 
very steep hill with short turns and loose 
rock. The least carelessness or slipping 
meant going over a sheer precipice. 
Brakes Hold Perfectly 

"Our brakes held perfectly, despite the 
trailer and the ton of baggage. Entering 
California over Grant's pass we had to 
climb for many miles through cracked stone 
and loose earth, where the new highway is in 
course of construction. 

"Except for adjustments, our machine has 
scarcely been touched. There have been 
virtually no repairs. The total expense for 
'cleaning, oiling, burning out carbon and 
making adjustments in 7600 miles has not 
been more than $100. We have pulled the 
trailer as fast as forty-eight miles an hour, 
although as a rule we traveled between 25 
and 30 miles. In deep sand, on account of 
the trailer, our gasoline consumption has 
dropped as low as 13 miles to the gallon, but 
from Grant's pass over the mountains to San 
Francisco we averaged 19^ miles to the 
gallon and more than 200 miles to the quart 
of oil. 

"We regard the car still as practically new 
and have no desire for any other. In fact, 

we have not seen any other car performing 
on the road which we would rather have than 
our sedan. 

"After having driven some 40,000 miles 
with other cars, I do not believe that a better 
investment for the money than the Essex 
can be made in a motor car, and if we continue 
our tour around the world we shall certainly 
take our Essex and trailer with us." 

— The Other Story — 

Carl Olsen of Portland, Oregon, has just 
completed a double transcontinental journey 
with his Essex touring car, covering over 
11,000 miles in a trip that took he and his 
family from Oregon to New York City and 

His real destination was Denmark. He left 
that country 20 years ago to make his fortune 
in the United States. When he left Portland 
last May 5 with his wife and their three 
children, a bevy of trunks, suitcases, tent for 
camping, cook stove and such aboard the 
Essex, it was with the intention of having the 
car shipped abroad with him so that he could 
motor around in Denmark and see how the 
old place had changed since his departure. 

But at New York he found that to have 
the car crated and shipped would cost $600 
for the round trip. So he garaged the car 
there and he and his family made the cruise 
abroad without it. 

Mr. and Mrs. Olsen and the little Olsens 
enjoyed themselves mightily in Denmark, 
but their remembrances of the best vacation 
they ever had also include many a fine day's 
touring on their transcontinental round trip 
between Portland and New York and back. 
Their pleasure was all the greater because 
never at any time did they have to worry 
about such joy killers as having to put the 
Essex in the shop for repairs. Not once did 
the car go out of commission and it returned 
to Portland in shape to start the trip all over 
if that had been necessary. 

But they had one close call, driving out 
of Omaha, when another car swung in and 
rammed the Essex. But, aside from a 
pretty badly bent fender and running board, 
the Essex was as good as ever. "The other 
car was a wreck," said Mr. Olsen. 

The tour east was made via the Pacific 
highway to California, thence through 
Nevada, Arizona, New Mexico, Colorado, 
Kansas, Oklahoma, Nebraska and Illinois to 
Chicago, from there to Detroit by steamer to 
Buffalo because of heavy rains and then 
via Niagara Falls to New York City. 

The Essex in which the Olsen's made then- 
long journey was 
heavily laden. All 
told its weight was 
3985 pounds, or 
1385 pounds of load 
including five pas- 
sengers, a lot of 
luggage, a couple 
of spare tires, car- 
ried in front of the 
radiator, gasoline, 
oil and such. Yet 
the car consumed 
for the 10,140 miles 
just 572 gallons of 
gasoline, which is 
an average of 
17% miles to the 

Digitized by 



Back to Normalcy 

Continued from Page I. 

the outlay of many more mil- 
lions of dollars. 

Banks in Chicago, the finan- 
cial heart of a great and powerful 
key section in American pros- 
perity, proclaim that easier 
money is already in sight. 

Money Soon to Ease Off 

"Money will ease off very 
soon," asserts Pres. Wetmore of 
the First National Bank. 

The Boston News Bureau, 
the New England financial 
authority, optimistically points 
out that the "descent from the 
mountain peaks of war inflation 
continues without serious dis- 
turbance and with but little in- 

It points out that money cir- 
culation had increased Oct. 1, 
1920, to $6,297,765,298 as com- 
pared with $5,806,571,880 a year 

The present stock of money 
is $8,136,000,000 compared with 
$7,997,000,000 a month ago, 
which is another indication of 
the upward movement. 

These are but a few indica- 
tions of the very noticeable re- 
bound in business conditions, 
which encourages the U. S. 
Chamber of Commerce to assert, 
"we are over the top" in prac- 
tically all vital phases of indus- 
trial and commercial affairs. 

TF Y. Kadagoye of the Japan Auto 
•*■ Co., Tokio. shows as much ingenu- 
ity selling Essex and Hudsons in 
the Mikado's realm as he has in trans- 
forming an Essex shipping crate into 
a roadster body, the cars bearing 
the Triangle and Hexagon will always 
be well represented in the far east. 

Here is shown the building of the 
body and the finished car. Seated 
at the wheel is Kadagoye. Of his 
new style body building he says: 

"The marks stamped on the pack- 
ing box are carefully carried on both 
sides of the body, and painted with 
red and white coloring. 

"Now I am going to drive enjoy- 
fully. The back of this picture is 
my house, and you will find a short 
gate which I must explain you that 
it is made also of the packing boxes 
of Hudson. Then, can I name my 
cottage the real Sweet 'Home of 
White Triangle ?' " 

More Wonderful Each Day 

W. S. McCleary, manager of the L. C. 
Smith Typewriter Co., Albany, New York, 
is loud in his praise of the Essex. He has 
written several letters to the E. V. Stratton 
Motors Co., Albany distributors, expressing 
his enthusiasm for the car. Here is his lat- 

est: "My Essex grows more wonderful each 
day. On this trip alone we've just turned the 
800th mile and the hood hasn't been lifted 
yet. Nor have we put in an ounce of oil — 
and will not for another 250 miles. Words 
are inadequate to express properly the com- 
fort and satisfaction of driving such a won- 
derful car." 

Whenever There Is a Parade — Essex Wins the Prize 

Salina, Kansas, hands the blue ribbon to 
this Essex roadster while 27 other cars of 
various makes have to be content with 
honorable mention. 

Down in Bogota, Colombia, they celebrate 
each year with a battle of flowers. The 
Estex was invited to participate. It was 
awarded first prize. 

is an Essex entirely overlaid with 
grains of corn and wheat. It was entered 
in an Okmulgee, Okla., parade and here, 
too, the judges said "first honors." 

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'Trail of the Arrow" Fills Salesrooms 

1WTANY people went down town 
-"A election night to hear the re- 
turns and came back knowing more 
about Essex cars than "who was who" 
in politics. Generally there isn't much 
news in larger cities for several hours 
after the polls close, and newspapers 
and others showing returns find it 
difficult to keep the crowds interested. 
This year "The Trail of the Arrow," 
film was the solution in many cities 
throughout the country. At some 
points distributors and dealers showed 
the films themselves. Minneapolis, 
for example, kept open house all 
evening. Between reels the election 
returns were read or flashed upon the 

At Salt Lake City, the film was 
shown in the Pantages theater during 
a performance that ran from seven 
in the evening until after midnight. 

The Cleveland Plain Dealer used 
the film in connection with their 
election returns, and similar use of 
it was made in Detroit by the Detroit 
News. In both instances the news- 
papers, because of their size and im- 
portance, attracted large audiences 
and the film received unusually favor- 
able publicity. 

Some distributors and dealers have 
reported that theaters won't run the 
film because of its advertising appeal, 
but in practically every case it 

develops that the theater manager 
has not seen the film. Rather than 
discuss it at all it is much more satis- 
factory to take the film to the theater 
and get it run. In most cases there is 
no difficulty after that, for the theater 
owner sees what every one else does 
— that it is totally different from any 
other advertising film ever made. 

It is right along this line that 
prompts the T. C. Power Motor Car 
Co. at Helena, Mont., to write — 
"that theaters where it has been 
shown have endorsed it highly as an 
attractive feature itself, and also that 
it is a strong drawing card from the 
box office point of view." 

In the Philadelphia territory where 
two of these films are circulating, the 
dealer in Allentown has had the film 
shown in five local theaters. It is 
booked for a week solid at the Bethle- 
hem theaters. In Lancaster, Pa., one 
of the films was used a whole week in 

In Montgomery West, Va., the Essex 
dealer plans to send out theater tickets 
to all his prospects. These, when pre- 
sented at the local motion picture 
theater, will be paid for by the dealer. 
On each ticket there will be a number, 
and the holder of this number at the 
Saturday night show will be given a 
credit of $200 on the purchase of an 

the largest and most popular play- 
house in the pity. 

Dallas reports that their film has 
been shown at theaters in several 
points without any difficulty in get- 
ting the managers to put it on. Other 
dealers have found it more advisable 
to use it in their own salesrooms. 

C. E. Wright & Co., of Norfolk, 
exhibited the film at the Chowan 
County Fair at Edenton, N. C, run- 
ning it on a large screen directly' in 
front of the grandstand each evening. 

At Columbia, S. C, the film was 
used at the state fair, and was, in the 
opinion of Distributor James M. 
Black, "easily the chief attraction of 
the automobile exhibit." 

Essex Rushes Supply of 
Ballots to Kansas Town; 
33 Miles in 34 Minutes 

Quite a few voters of Sylvia, Kansas, 
whether they are aware of the fact or not, 
can thank an Essex and Merle Wilson, of the 
Hutchinson Motor Car Co. for their being 
able to cast a vote at the recent election. 
Here is how it happened. 

The County Clerk at Hutchinson received 
a call from the election board at Sylvia late 
in the afternoon telling him that they had 
but 25 ballots left with a long line waiting to 
vote. As the polls closed at 6 o'clock it meant 
quick action. 

Wilson volunteered to make the trip with 
a supply of ballots. Sylvia is 33 miles from 
Hutchinson and the road has seven turns 
and crosses seven railroad tracks. Wilson 
left in the Essex, and 34 minutes later the 
ballots were in Sylvia. 

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Salesmen —What of the Future? 

HALF a billion dollars, it is announced, will 
be spent in 1921 in highway improve- 

A billion dollars must go into railroad repairs 
and extensions. 

One city alone requires twenty-five million 
dollars for homes. Housing conditions every- 
where are inadequate. 

All first-class hotels are crowded. Hundreds 
of thousands of children are receiving only half 
day instruction because of insufficient school 
facilities. New buildings — millions of dollars 
worth — are of pressing need. 

Bridges — hospitals — water facilities — tele- 
phone and electric extensions, etc., all call for 
immediate attention. 

Such work came to a halt because of high 

Now prices are receding. Most building 
materials are down in price below levels not 
known in months. 

There is less threat of labor difficulties. 

Conditions are ripe for re-opening building 

What does that mean to you — salesmen — 
dealers — distributors? 

We think it spells a new period of business 

But it will come earlier to some than to others. 

The competition of the past has been princi- 
pally that of delivery. Quality has not counted 
as much as it merited. 

In an over-bought, under-produced market 
new cars found their way to a trade that accepted 
them only because established and proven cars 
were not available. 

Not many present day automobile salesmen 
know the conditions prior to five years ago. 
Consequently today's situation is new to them. 

It will be a new experience to many to make 

sales to take the place of those who formerly 

Buyers will be more particular. Just as men 
are now retained on the payroll because of their 
worth as contrasted with the conditions which 
made it necessary to put up with indifferent, 
incompetent workmen, a few months ago, auto- 
mobile buyers will now select and buy on the 
count of value. 

That calls for harder, more intensive work 
than any Hudson salesman has known since 
the birth of the Super-Six. 

But how much easier will be his job than if 
he had to sell a less wanted car. 

The task of supplying the motor car demand 
again devolves upon the builders whose organiza- 
tion, whose experience and whose product have 
proved their fitness to survive through years of 
competition that recognized none's right to live 
except by superior merit. 

We don't imply that Hudson and Essex cars 
should be judged alone in this position of leader- 
ship. There are many good cars that will survive. 
But on the other hand the number that will meet 
the new conditions is much smaller than the 
number that will disappear. 

As a distributor, dealer or salesman, you must 
have thought of the lines you would like to 
handle if the opportunity were open to you. 

Let your preference of lines to sell be your 
test of today's market. Wouldn't your choice 
line be almost identical with that of any other 

Think of the five or six Cars of various classes 
you regard as most desirable and then go over 
in your mind the countless other makes con- 
sidering what chances they have against you 
when buyers discriminate. 

Just as soon as market costs begin their 
rebound, business will start with a rush. There 
is no real shortage of money. There is a shortage 
of nearly everything else, even including sales 
energy. To the worker belongs the spoils. 

Digitized by 



Omaha's Service Policy On 
Used Cars 

By C. J. Curzon, Used Car Manager, 
Guy L. Smith, Omaha. 

WE believe that the follow-up on a used 
car is just as important to the success 
of our business as that of a new car. The 
average man who buys a used car is a first 
owner and he is investing his money with us 
in confidence that we will treat him right. 
This confidence is what we want most of all 
for it is the foundation of any successful 

In seventy-five cases out of one hundred a 
used car buyer eventually develops into a 
new car buyer and we stand a chance of 
getting his business then in exact proportion 
to the way we treated him with his first pur- 
chase. If we are to merit confidence from our 
owners, then we must plant the seeds that 
grow into that kind of fruit. 

We think Hudson and Essex cars are the 
greatest automobiles in the world, but, if a 
man wants a car of another make — and wants 
it bad enough to come into our place and buy 
it — isn't he entitled to the same consideration 
as if he had purchased a car of our own make? 
He has bought our automobile and wants 

We believe every used car sale must be 
handled as circumstances may warrant and 
no plan can be outlined which will cover all 
cases. A little diplomacy and a few words of 
explanation will often suffice, but if more 
expensive methods are necessary, then good 
judgment must be used in authorizing the 

procedure. The man who is turned away from 
our doors disgruntled today, may be buying 
a new Hudson or Essex Sedan next year, and 
we will have a slim chance of getting his 
business then. 

My observation has been that the cheap 
cars go to a class of people who expect very 
little service. This is in our favor and is no 
reason why they should be refused altogether. 
The man who buys a high priced car demands 
more service and we can afford to give him 
more. He is a more desirable customer and 
his good-will means more to us. 

We don't believe in passing out the back 
door all the profits from the front — but we 
do believe that in the used car as well as the 
new car business, courtesy, service and 
diplomacy must be the rule and guide. 

Please, Mr. Black, Can We 
Ride in That Car ? 

When the Cincinnati Record car, which has 
been making the rounds among various dis- 
tributors, reached Columbia, S. C, Dis- 
tributor James Black decided that its arrival 
should be duly chronicled, and that South 
Carolinians should appreciate its presence. 
Accordingly the car was guarded, no one could 
approach or inspect it without special per- 
mission. To ride in it was a privilege extended 
to only a few. It is needless to say that this 
grand old car that covered 3,037 miles on 
the Cincinnati speedway in 50 hours, thereby 
setting a new world's record, was treated 
with all the respect that it is entitled to. 

Youth and Years Detract Not 

A N interesting contrast will be 
**■ noted in the picture above, the 
new Hudson and Essex home at Ben- 
nington, Vt. Chelsea Harrington of 
Bennington is just leaving the gasoline 
pump with his Hudson "Twenty," 
which he has owned since 1910 and 
kept in constant service, and the new 
Hudson Coupe emerging from the main 
entrance is owned by Miss Ruth 
Walker of Manchester, Vermont. 

Miss Walker has just bought the 
new car, having traded in a model 
H Super -Six touring car. The Model 
H was in perfect condition and two of 
Miss Walker's neighbors were in to 
buy it the same afternoon. Dealer 

Williams had to referee a scrap to see 
who was to have it. This is some ap- 
preciation of a car that had been 
driven through five seasons and over 
twenty thousand miles and known 
by both parties to have been never 

The fine new building houses the 
Bennington County Hudson and Essex 
agency and the Western Distributing 
Branch of Manley Brothers, Inc. The 
total floor area is approximately 22,000 
square feet. The floor space devoted 
to show room for Hudson and Essex 
cars is 2,600 square feet. The service 
department is on the second floor 
above the show rooms and covers 
something over 5,000 square feet of 
floor space. 

Now This Hudson Owner Knows 
It Can Be Done 

Here is the story of a Hudson owner who 
sold himself. Lester H. Nichols of Benning- 
ton, Vt., sends this letter to the Bennington 

"I have been driven over the Mohawk 
Trail in high gear both in the Hudson and 
Essex cars, but at the time thought it only 
possible because an experienced driver was 
at the wheel. I determined to try myself and 
see if a Hudson car could be driven in such 
a manner by a less experienced man. I drove 
over the Trail and back again, October the 
24th, with six people in the car, without 
shifting my gears and I never saw so many 
cars on this road before. I made the hairpin 
turn at the rate of 20 miles an hour and with 
no effort at all. Not once did the motor 
'knock.' I am certainly more than pleased 
with this demonstration. I did this without 
any suggestion from you and this letter has 
been written without solicitation, so you may 
use it as you wish." 

Here's a Newspaper That Will 
Print All The Publicity 

There has been a tightening during the 
last year of newspaper space formerly given 
to automobile publicity. The Essex dealer in 
Montgomery, West Virginia, however, has 
solved this problem very nicely. He owns the 
paper. His ancestors named the town, and 
so he is in a pretty good way to dominate. 
Just now he has a car in his editorial window, 
preparatory to the building of a new sales- 
room. Luther Montgomery, that's his name, 
says, though, that Essex business is getting 
so good that he may have to turn the news- 
paper over to his younger brother, in which 
case it will still be in the family. 

Salt Lake Sixth Graders Put 
Their O. K. on the Essex 

To stimulate attendence and punctuality, 
J. B. Driggs, principal of the Hamilton School, 
Salt Lake City, instituted an imaginary auto- 
mobile race. Each room voted for its choice 
of an automobile. Miles were credited for 
attendence and deducted for tardiness. It 
was possible for the winning car to make 
20,000 miles per school month. The Essex 
chosen by the 6th grade covered 19,745 miles 
the first month and so Frank Botterill 
arranged a ride for every member in the 
winning class. The young prospects went 
home laden with Essex literature and with 
a high degree of youthful respect for the car. 


An Excellent Copy of Motor 

Age — Every Dealer 

Should Read It 

The November 4th number of Motor Age 
contains many excellent suggestions in con- 
nection with winter service. It is particularly 
seasonable, and should stimulate sales and 
profitable repair work if these suggestions 
are carried out as applied to the Hudson and 
Essex. There can be no question in our minds, 
and past experience has shown that car owners 
appreciate circular letters calling to their 
attention the necessity for anti-freeze solu- 
tions, battery service, lubrication, etc., as 
called for during the winter season. These 
timely reminders usually bring owners to the 
service stations for attention and prevent 
the dealer getting out of touch with his 


Digitized by 



New York and Chicago 
Show Headquarters 

This is a reminder if you plan 
to attend the national automo- 
bile shows at New York and 
Chicago this year, that com- 
pany headquarters will be at the 
Hotel Commodore at New York, 
and at the Blackstone Hotel in 
Chicago. The New York Show 
opens January 8th and the 
Chicago Show on January 29th. 

You Can't Close Mountain Passes to Hudson or Essex 

What Good is a Railroad if 
You Have an Essex ? 

F. E. Sapley and his wife used their Essex 
to move from Sutherlin, Oregon, to Traer, 
Iowa — 2503 miles. They crossed four moun- 
tain ranges, averaged 20 miles to the gallon of 
gasoline, took 14 days to do it in at a total 
cost for hotels, gasoline, oil and all of less 
than $100. About half what it would have 
cost them to make the trip by train and left 
the Essex behind. 

An Essential Industry 

The automobile has ceased to be a luxury. 
It might have been called one, at the start, 
like the airplane. But people have built their 
lives around it, bought their homes, selected 
their vacation camps, their Summer cottages. 
Businesses have been developed around the 
touring car and truck as the indispensable 
vehicle. The automobile is mortised into the 
present commercial and financial arrange- 

Undoubtedly there are people among the 
huge army of owners who have bought cars 
and who cannot afford them. But the same 
is true of boots and eggs. 

— Boston Globe. 

The presidential staff of Guatemala has 
just purchased a Hudson phaeton for the use 
of their new president, Carlos Herrera. 

The entire membership of the Kiwanis 
Club of Nashville, Tenn., rode in Essex cars 
in the Armistice Day parade. 

TJTERE we are again. Just as 
^^ regular as the Tigers go south 
in the Spring and the robins in the 
Fall do we get our annual snow pass 
story from A. H. Patterson of Stock- 
ton. Bucking snow drifts in the 
Sierras has long been a favorite diver- 
sion of his, and no December issue of 
The Triangle would be complete 
without his annual classic. Every 
year he waits until the last guide has 
deserted the mountain tops and then 
he starts out. 

This time he took a party of Stock- 

tonians, and with his Hudson that 
has gone 256,000 miles, set out to 
make the "Last Car to Tahoe" trip 
of the season. An Essex with F. L. 
Perkins, of the advertising depart- 
ment of Harold L. Arnold, San Fran- 
cisco, joined him, and together they 
went through from the warm deserts 
to the snow peaks. 

In this trip of three days, covering 
1047 miles, every variety of country 
was traversed — mountains as high 
as 8000 feet, valley, plain, snow 
country, desert region, dirt and paved 

Who Shall We Play Up in the 

Headlines — Mary Garden 

or P. M. Lawrence? 

This is the one and only Mary 
Garden — but the Hudson Touring 
Limousine, and her press agent 
says she prefers it to any other car 
built, belongs to the Triangle 
Motors Co. of Louisville. Wherever 
Mary goes she wires ahead for a 
Hudson to meet her. 

These boys have a hard time. They 
are taking flying lessons at the Naval Sta- 
tion in Pensacola, Fla., and they ride 
to school in their Essex cars. 

"Essex fenders are built to stay," 
says P. M. Lawrence, Essex dealer 
at Augusta, Maine. He drove to 
the Canadian border — 117 miles — 
in 3 hours, 50 minutes — shot two 
buck — 185 and 200 pounds — put 
them on the fenders and came 
back in an even four hours. 

Digitized by 



Essex Transcontinental Inspires Two of the Fair 
Sex to Do Likewise— New Jersey to San Francisco 


,ON'T take the Northern route at this 

That is the warning issued to motor tourists 
by Mrs. A. C. R. Peirce and Mrs. J. E. Cook 
of New York, two intrepid women who lately 
arrived in San Francisco on a cross-country 
tour from Hamilton, N. J., the country place 
of Mrs. Peirce, after a series of adventures 
that any man could relate at his club, know- 
ing that the recital would be listened to 
enviously by his fellows. 

Depending entirely on their own resource- 
fulness, scorning the assumption that men 
face danger and discomfort more bravely and 
overcome difficulties more readily than the 
weaker sex, these fearless women drove 
through blizzards, climbed grades heavily 
banked with snow, plowed through mud over 
the hub-caps of their Essex touring car, extri- 
cated themselves from many dangerous posi- 
tions, endured hardships, assisted fellow 
motorists and finally attained their goal, the 
Golden Gate, without serious mishap, but — 
they admit they're mighty glad they're here! 

On this memorable trip the two women 
carried along two things to which they gave 
considerable attention — a log book in which 
they entered everything of interest and 
Kosan, a Pekingese dog of ancestry recorded 
in the canine blue-book. 

How She Could Drive 

When they left Hamilton it was in an 
Essex car that had already seen 7700 miles of 
service. It was bought by Mrs. Peirce on the 
strength of Essex record-breaking perform- 
ance in crossing the continent in 4 days, 14 
hours and 43 minutes. Mrs. Peirce, who drove 
the entire distance, sat at the wheel for the 
first time when the long tour began, though 
she had owned and driven fourteen cars 
previously. When San Francisco was reached 
the speedometer indicated a mileage of 
13,268, but many hundreds of miles were rung 
up on side trips along the route. 

Leaving Hamilton on September 29, the 
tourists went first to the Adirondacks by 
way of Albany, N. Y., where they spent a 
week, and then on to Buffalo, where their 
Essex was shipped to Detroit. After a three 
days' visit headed west. They encountered 
deep mud in Iowa, and reported that many 
motorists had to be pulled out, but that their 
sturdy car needed not the team nor the log 
chain. Finding the roads in Nebraska fair 
they traveled through to Cheyenne, Wyoming, 
which they left on October 21, and saw their 
first snow while entering Laramie. 

Couldn't Do It— But They Did 

At Rawlins they were told they could not 
possibly get through to Rock Springs, as 
seven men had been required to get a small 
car from there to Rawlins the day previously 
that had started two days before. Without 
trouble, though the ground was covered with 
snow, they reached Rawlins in one day. 
Twenty miles of newly filled road was tra- 
versed to Evans ton, Wyoming, and many 
cars stuck in the mud were passed. There 
many persons begged them not to attempt 
to go farther, but they decided to continue. 
Many cars with broken wheels or axles or 
stripped gears were passed, several having 
been abandoned, and only 19 miles was made 
that day. The mud was above the hub-caps of 
their car. 

The women had to leave Evanston at 4:30 
o'clock the next morning while the ground 
was still frozen on account of the newly filled 
roadway lying before them, but managed 

Mrs. A. C. R. Peirce (standing) and Mrs. J. E. Cook, with the Essex tour- 
ing car in which the two fearless women conquered a blizzard, climbed the 
steepest grades heavily banked with snow, drove through mud above the 
hub-caps for miles and miles, got into all kinds of tight corners, assisted 
others with less powerful and sturdy cars, overcame obstacles that stumped 
males, and finally got there — the Golden Gate. 

to reach Castle Rock, Utah, where they were 
quartered overnight at a cattle ranch. 

After a two days' sojourn in Salt Lake City 
they started for Fillmore, Utah, but had not 
proceeded far when they encountered deep 
snow and then ran into a blinding snowstorm. 
To add to their trouble after passing Fillmore 
on the way to Para wan, they struck a new 
fill with soft snow and mud, but negotiated 
the 60 miles safely, though they were forced 
to travel slowly as they could see only a short 
distance ahead of their car. At Parawan they 
met the first tourists since they left home and 
27 persons had to be housed in a little hotel 
built for 16 persons. 

Leaving Parawan for St. George next 
morning they pulled through from 10 to 16 
inches of snow, with nine cars ahead. Despite 
the fact that they stopped twice to hitch onto 
and pull cars out that were "stalled," only 
two of the nine cars reached St. George 
ahead of them. Slipping and sliding made the 
travelling not only slow but exceedingly 

A 1,200 Foot Drop 

From Parawan to St. George there is a 
drop of 1,200 feet in a mile and a half, 
which gives an idea of the dangers on the 
muddy, snowcovered grades which they faced. 

Between St. George and Bunkerville, 
Nevada, two rivers had to be forded. One, 
where the engines of two other cars had been 
ripped out on the rocks, they crossed without 
help. The motorists there had been without 
food all night and supplies were just reaching 

From Las Vegas, Nevada, Mrs. Peirce and 
Mrs. Cook proceeded to Goffs, California, 

and through Barstow to Hollywood, thence 
to Santa Maria and north to San Francisco. 

"We were so happy we almost cried when 
we saw California orange groves," they said, 
"and we pat our Essex car every time we 
look at it — it's sure some car." 

A Near-Transcontinental — 
Hillsdale, Mich., to Pasadena 

NO one thinks anything today of starting 
across country with his Hudson or 
Essex. But we hear from only a few. Robert 
C. Corlett of Hillsdale, Mich., just reached 
California in his Hudson. His letter to the 
Hillsdale Motor Sales explains best what he 
thinks of it : 

"I drove my Hudson Super-Six, four passenger 
phaeton, from Hillsdale to the coast, a distance of 
3,000 miles. My average mileage on gasoline was 15 
miles to the gallon. Taking into consideration the 
fact that the roads in western Illinois and all through 
Missouri were hub deep with mud, and that in New 
Mexico and Arizona we were climbing mountain 
grades to an altitude of 9000 to 10,000 feet, I would 
consider this an exceptionally good mileage. 

"When I purchased my Hudson I made a rule that 
every 600 miles I would drain the crank case and 
refill with two gallons of fresh oil. I have followed 
this rule ever since, using two gallons every 600 miles 
and no more. On draining out the old oil I find that 
I drain out within a quart of the amount I put in. 
So you see I use very little oil. 

"I never had the least bit of trouble with the car. 
I have never removed a spark plug for cleaning and 
I am driving with the original set. Every day the 
Hudson worked great and never missed once. 

"We started on our trip with a full set of new tires. 
We were heavily loaded as we carried a complete 
camping outfit including a trunk. There were three 
of us in the car. The springs were well down with 
the load. However, we had no trouble with the springs 
and the tires were in good shape when we arrived at 
Los Angeles, just one puncture on the road. The car 
had been driven approximately 5,000 miles before 
we started from Hillsdale." 

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Get An Order— Today! 

0. H. McCORNACK, General Sales Manager 

HpHERE are many prospects for cars today. 
Not as many as some months ago, but 
enough to give you a good business IF YOU 
WILL SEARCH THEM OUT. Some of these 
prospects will buy for future delivery only. But 
an order for future delivery makes it very dif- 
ficult for your competitor to sell that prospect. 
Some of your orders for future delivery may be 
cancelled, but every such order removes one 
prospect from the open field of competition. 

Then there are many prospects who will 
actually buy for immediate delivery. Perhaps 
they are not dropping into your store as they 
formerly did, but if you thoroughly canvass 
them all you will find many who can be sold 

This has been definitely established by the 
recent experience of one Hudson-Essex distribu- 
tor located in a city where general business is 
exceptionally bad. This organization got to- 
gether and decided that they could not do a 
normal business by following the usual methods. 
They decided that time spent discussing bad 
business was time wasted and that speculation 
as to future business would not sell cars. So in 
that frame of mind they tackled the most active 
selling campaign in their history. 

Their attack was directed towards every pos- 
sible prospect they could uncover. Their motto 
was "Work and lots of it." They followed no 
new method. A task was set for each man and 
he was at liberty to use his own ideas as to 
getting in touch with possible live prospects. 

For example, one salesman got in touch with 
a number of prospects who were considering 

the purchase of used cars offered by a competing 
dealer, and to two of these prospects he sold 
Essex Touring Cars. Another salesman decided 
to "pull door bells." He sold an Essex Sedan 
to a family living in a modest cottage and who 
had never owned a car of any kind. This family 
was not the newly rich kind, either, but just a 
thrifty family who had been planning for years 
on the purchase of a car and had just reached 
a point where they were able and willing to buy. 
Granted that this case is an exception, yet it 
shows that if you will "pull enough door bells," 
you will get some live prospects. 

Still another salesman sold three Hudson 
closed cars to Hudson owners. He sold them 
on the advantage of getting their new closed 
cars NOW. 

One prospect bought a Hudson Touring 
Limousine and after his purchase admitted that 
he had been negotiating for another make car, 
but the other salesman had let the matter drag 
until the prospect became disgusted with the 
salesman's lack of interest and activity and, 
therefore, the Hudson salesman found him in 
a receptive mood. This organization sold twenty 
new cars that one week besides developing many 
live prospects. 

These cases have been cited not because of 
the merits of any particular method but because 
of the proof they bear that any salesman who 
will use his initiative in securing prospects and 
then apply 100 per cent work and brains, can 
sell Hudson and Essex Cars TODAY. 

Make up your mind to sell a certain number 
of cars this week or month and then "Go Get 


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Singles vs. Home Runs 

FOR every Home Run hit in the American League this sea- 
son there were 24 singles. 

Fifteen per cent of the Home Runs were hit by one man — 
Babe Ruth. 

But of 11,901 hits made — only 360 were Home Runs, while 
8,897 — over 74 per cent — were singles. 

There's a lesson in these figures for all salesmen. Home Runs 
are spectacular, but they do not bring the results that steady 
hammering away does, and unless the salesman is careful he may 
aspire to be only a home run hitter, and there are few Babe 

One dealer likes to think of the prospects he is getting for spring 
business in connection with these figures. He counts a prospect 
as a man on base, his few singles, then will send the orders over 
the plate — while the dealer organization that has not been 
active will be looking in vain for the scarce home runs and a Babe 



BftfiiY Gossip 

Salt Lake Finds a Hudson in a 

FRED L. BROWN, wholesale Manager of the 
Botterill Automobile Co. at Salt Lake tells us a 
new one: 

An Idaho Falls Farmer went out in his field to get 
a wagon load of straw. In digging down through the 
stack, he was much surprised to strike something 
hard with his fork — and upon further investigation 
discovered an automobile in the straw stack! 

On October twenty-fourth, the Preston A. Blair 
Company, Hudson dealers in Idaho Falls, had re- 
ports that Robert Field, one of their owners, had had 
his Super-Six Speedster stolen, asking Salt Lake to 
watch out for it. Uncovering the automobile in the 
straw stack, it was found to be Field's stolen car. 
There had been heavy storms in Idaho Falls about 
the twenty-fourth of October, and it is supposed 
that the car had been driven into the stack, and 
as the soil became muddy, the robbers were unable 
to remove it from its hiding placet 

In the automobile was quite a collection of tires 
and other accessories that had been stolen from other 
automobile garages in the city. 

How Canton Dealers Turned 
a Sale 

THE November 13th issue of The Triangle 
carried two stories occupying a full page telling 
how two Essex owners had proved endurance on 

trips across the continent. The Schlemmer and 
Graber Co. of Canton, Ohio, took the page as it 
appeared in The Triangle, reproduced it as an 
advertisement in their newspaper and then mailed 
reprints to their Essex prospects. It sold an Essex 
Touring Car and brought them several live prospects. 

Many Notables Own Essex Cars 
in China 

CHINA contributes the names of her Essex owners 
to the list that we are compiling and it is an 
impressive one for it numbers among Essex owners 
many men prominent in social and business life. 
This list is for the city of Hong Kong only: 

Vice Admiral Sir A. L. Duff, Commander in Chief 
of the British Naval Forces in China. 

F. W. G. Zwagers, Esq., J. C. J. L. 

A. Tutuhdjian, Esq., Merchant. 

T. F. Cobbs, Esq., General Manager British- 
American Tobacco Co., Ltd. 

Dr. S. F. Lee. 

D. K. Blair, Esq., Lowe, Bingham & Matthews. 

F. Bevington, Esq., Bradley & Co. 

Legare Opens New Branch Near 

LEGARE of Montreal announces the opening of a 
new sales and service branch at Outremont, 
with Lionel Le Bel in charge. And thereby the Legare 
Automobile organization adds another link to a chain 
that is serving the city and province of Montreal 
in a manner unexcelled by any other automobile 

How Do You Play Your 

TX7HILE being initiated into the 
intricacies of golf by two good 
players, an amateur approached a tee 
near a pond. The drive was over the 
pond, and, of course, there was some 
danger of losing the ball. 

The new player noticed that both 
his friends took from their pockets old 
balls, "floaters," so that in case they 
foozled their drives the balls could 
be rescued from the water. Both 
drove straight into the pond. 

"I boldly selected a brand new 
ball," said the beginner, "one that 
would sink to the bottom if I made a 
poor drive, and although I was not 
so good a player as either of them, I 
drove clear over the pond. Because," 
he said, "my companions prepared 
for failure. I prepared for success. 
They got what they went after. So 
did I." 

It is much the same in selling. A 
salesman who starts out in the morn- 
ing with little hope in his heart comes 
back at night with few orders in his 
pocket. On the other hand the man 
who knows that he can get the busi- 
ness, who takes it for granted that 
he is going to get it, and won't accept 
any stereotyped excuse for an answer 
invariably comes back with what he 
went after — orders. 

Competitor Buys An Essex 
For His Own Use 

They may sell other cars but when they 
buy one for themselves they pick the Essex. 
The latest story of the standing of the Essex 
among the "automobile wise" comes from 
George Hunter of the Hudson-Essex Motor 
Co. at Springfield, Mo. Here it is: 

The manager for one of the distributors in 
the Springfield territory who handled a car 
selling near the price of the Essex decided to 
locate in California. Having decided to make 
the trip by motor his next step was to pur- 
chase an Essex from Mr. Hunter. That the 
Essex was all that he figured is borne out 
by the fact that Mr. Hunter has had several 
cards from the former rival salesman, full of 
praise for the Essex. He has used these cards 
to good advantage by having them repro- 
duced in the local papers without any men- 
tion of the firm name other than is shown by 
the writer. 

Here is an Essex hauling a 15-ton house in Long 
Beach, Cal. The owner of the Essex, H.C.Bucey, 
put five men in the car, and with no one to push 
or start things rolling, the Essex began its trip 
without any perceptible effort. 

15,000 See Arrow Film at Miami 
Palm Fete 

TED SIDES, general manager of the Bacon- 
Ryerson Co., distributors for Florida, wires that 
the famous Miami Palm Fete opened on Elser's 
Pier, with "The Trail of the Arrow," occupying the 
center of the stage; Arthur Pryor's famous band on 
one side and the celebrated Miami Moon Dance 
(what is that. Ted?) on the other. Over 15,000 
people were present. 

First Two Still Running 

The first two Hudson cars ever shipped to 
China are still running and giving excellent 
satisfaction. They were shipped there in 
1913— a Six-40 and a Six-54. Both are 
operating in Hong Kong. 

They Call on Essex Cars To 
Do Everything 

The other day there was a train wreck near 
Barstow, Calif. When the news reached Los 
Angeles two things were thought of — the 
relief train and an Essex — the latter to carry 
newspaper reporters to the scene of the wreck 
to obtain pictures for the Los Angeles Sunday 
papers. Both train and car started at the 
same time — 10:40 in the evening. Enroute 
the Essex encountered a small cloudburst, 
but reached Barstow, 171 miles away in 
good time, took flashlight pictures of the 
wreck and started back down over the moun- 
tains and passed the relief train still some 
distance from its destination. 

Digitized by 



This is "Rip's" 
De p ar t m e nt 

Yes — There Was Some Excitement in Julesburg 

Have You One? 

THE best service manager, repair shop 
foreman or mechanic is the one who 
believes his calling has a big future. The fel- 
low who is constantly drifting from one job 
to another — changing his line of work — can- 
not make good running a repair shop. 

The business of repairing and "pre"-paring 
cars calls for experience, executive ability 
and a lot of common sense. The man who 
possesses these attributes seldom shows indeci- 
sion about his line of endeavor. Therefore, 
if your Service Department does not run 
smoothly — find out who is dissatisfied and 
why. Have every man optimistic about the 
future of the repair business. 

The more miles of road — the more auto- 
mobiles; more miles travelled — more upkeep. 
The more miles travelled the more exper- 
ienced owners become; the better they treat 
their cars and the more they use them. They 
become more critical of repair work because 
they learn that repairs are necessary and 
must be expected periodically to offset wear 
and tear. 

A service department no longer needs a 
"salve artist** — "a diplomat." What it needs 
is a real "he" man with a broad viewpoint 
and a cheerful disposition who believes heart 
and soul in the automobile business. He is 
going to have a big future. Just now, in fact 
any time there are plenty of vacancies wait- 
ing to be filled by him. He is never going to 
be out of a job unless cars are banished from 
our highways. This is a prospect that should 
help every service department built for 

The "Parking" Evil 

In every city the "parking" of cars causes 
trouble. No, we don't mean what you think 
we mean. It is the owner who "parks* ' his 
car most of the day who neglects his car. He 
gets no service from it when it is not work- 
ing, consequently he has relatively less for 
which to be appreciative than the owner who 
covers great distances. And because the car 
does practically no real work he expects it 
to give absolutely no trouble. Going over the 
grease cups once a week is too often for him! 
But the car stands out in the dust, rain, sun- 

HOW would you like to be 
travelling along at a 50-mile 
clip and have a giant hand seize the 
rear spring of your car, turn it 
completely over on its top in a 
space of twenty-five feet. Be 
rather sudden wouldn't it? That is 
what did happen during the Sedg- 
wick County Fair at Julesburg, 
Col., this fall, when Dealer R. C. 
McCampbell assisted a visiting 
airplane troupe to put on a thriller. 
The plane started down the race 
track past the crowded grandstand, flying 
low just above the racing Essex. A rope 
ladder dangled from the plane, suspended 
there to allow an acrobat to climb from the 
Essex as the airplane swept over it. But the 
'plane swung too low, the ladder caught the 
rear spring, hurtling the car upside down, 

wrecking the 'plane and spilling all the 
performers. No one was seriously injured and 
the Essex was righted and driven home under 
its own power. But Julesburg never saw a 
stunt like this and never will again, says 
McCampbell and the aviators. They are 

shine, snow or hail. Bolts go dry — springs 
rust — the depreciation of stagnation and 
inactivity. The majority of such owners are 
unable to appreciate what this treatment 
means and are irascible, impatient and com- 
plaining of the expense of maintenance which 
they call unnecessary. 

Contrast them with owners who cover 
big mileage. The more miles they drive a 
day the more they appreciate the service the 
car gives — and in token of their appreciation 
they give the car some attention. This, is 
only human nature. Men who use their cars 
a lot are usually more cheerful and healthy 
anyway — the open air makes them feel that 
way if nothing else. Their frame of mind 
towards their car is that they owe it some- 
thing for having carried them faithfully from 
place to place. There are exceptions of course 
but that this should represent the average is 

A good automobile is built for work — 
punishment even. The man who "punishes" 
his car more than he "parks" it is the enthu- 
siastic owner. You know it. You sell good 

On the Right Track 

One of our largest distributors has just 
made a bold move. He has started a campaign 
to banish the word "service" from his busi- 
ness. This is why: 

(1) Because the car buying public has been 

educated to expect that "service" was some- 
thing that went with a car as part of its 
equipment and was bought and paid for at 
the time they placed their order. 

(2) Because few owners have any definite 
idea of what it means — therefore they have 
to learn, which is often an unpleasant awaken- 

(3) Because this misconception permitted 
by interpretation on the part of the anxious 
salesman that might be varied to suit the 
requirements of the moment. Oh! the regrets 
those promises made when closing a sale 
have brought! 

(4) Because any "Service Station" is 
nothing more than a "Repair Shop" operated 
as an adjunct to a valuable merchandising 
establishment. Therefore let's call a spade a 

(5) Because nothing re-acts to the detri- 
ment of cordial relationship between merchant 
and buyer as much as misunderstandings. 
They are the seeds of dissatisfaction. 

(6) You can keep on thinking up reasons, 
but these are a few of the big ones. The 
effect of the elimination of the word "service" 
should be quick to appear. We prophesy 
that it will never be regretted and that the 
results will exceed expectations. 

(7) F. E. Stuyvesant— w ho has the 
organization, equipment and nerve to get 
what he goes after is the man mentioned 
in the first paragraph. 

Digitized by LiOOQ IC 


wherever a distributor or dealer has gone to the 
work to design and put on such an exhibit there 
has been a decided increase in enthusiasm no- 
ticeable in the whole organization. More than 
anything else it has gotten the minds of the 
dealer and his salesmen off * 'conditions," that 
much abused and overworked word these days. 

At the top of this page is reproduced the at- 
tractive winter setting of the Twin City Motor 
Car Co. at Minneapolis. Trees, icicles and 
artificial snow were used in abundance, and 
only closed cars were shown on the floor. 

Chicago, on the other hand, set its cars in a 
grove of "trees" and announced a closed car 

week. During the six days of the exhibit two 
Hudson Coupes, five Touring Limousines, three 
Sedans and two Essex Cabriolets were sold. No 
attempt was made to keep a record of the num- 
ber of people who visited the salesroom, but the 
floor was crowded most of the time. Many 
good prospects were obtained and several closed 
car sales have since developed from the efforts 
of the week. 

Below are two very attractive windows of the 
Bemb-Robinson Co. at Detroit, where for two 
weeks a special closed car exhibit behind these 
painted windows was conducted. The net re- 
sult was twenty-seven retail orders. 

The artist painted his landscapes on strong sign cloth and at night the lighted interior 
behind them intensified their beauty. 

Digitized by 







December 27, 1920. 

The year 1920 has been a successful one for Hudson and Essex 
factories, distributors, dealers, salesmen — in fact everyone in any way 
identified with Hudson and Essex product. It has been an eventful year 
for the industry. All motor car organizations have been put to the test and 
some have been found wanting. Hudson and Essex, however, in common with many 
others, have clearly demonstrated that they have plenty of strength to weather 
a storm such as that through which we have just passed. 

The Hudson factory beat all its previous records for volume by 
showing sales in excess of $50,000,000, thereby making good the slogan 
"The world's largest selling fine car." The Essex in the second year of 
its history did a volume of more than $33,000,000. This is wonderful proof 
of Essex quality and popularity. It should cause everyone to beware and 
"Watch the Essex." 

The past year has enabled the factory to add to its facilities — 
physical, financial and otherwise. We are now in position to build more 
efficiently, more economically and better. During the same period dis- 
tributors and dealers have strengthened their position through the addition 
of facilities and men. And during 1920 both Hudson and Essex cars have done 
much to increase their popularity and much to make them more than ever the 
outstanding cars in their respective fields. Because of all this, we feel 
that our unlimited confidence concerning the coming year and the future is 
well founded, and we believe you share this confidence with us. 

Therefore, it seems opportune at this season, and we welcome the 
opportunity, to express to every member of the world wide Hudson-Essex 
organization our full appreciation of the part you have played in making 
1920 a successful one for Hudson and Essex. 

The entire factory organization recognizes and appreciates your 
loyalty, enthusiasm and success. And every member of this organization 
extends to each and every individual in any way connected with the big 
Hudson-Essex Family best wishes for a happy and prosperous New Year. 

Yours very truly, 



General Sales Manager 

Digitized by VjOOQ IC 




By «RIF>» 

In previous years one of the most interesting features of The Triangle 
was the Big Family gossip page. Its columns were filled with interesting 
personal items about members of the Big Family. It is to be carried on again 
for the same purpose, but if it is to be well filled then the Big Family must get 
busy and send in the gossip. Let the items printed under this heading be 
the means of letting every member of the Hudson and Essex family get better 


Is Cotton Cash? 

Planters, bankers 

1 and bUOTC* nfcn have at 
'■way* referred to cotton a> a 
"caaA rrap. " 

At the present time thai term 
doo not altogether apply. 
There ate many pbnten and 
cotton grower* who have 
cotton. *hich they canncf con- 
vert into eaan or credit. 

Beside food and clothing there 
arc other things that the cotton' 
Krb»Tf needs or want*, which 
rw cannot obtain without caah 

To many an Am Um ob U t h an 
absolute iwxsty. 
We havr on hand a good ttock 
ol "uied can" that are good can, 
mechanically good, not at good 
at new. but above the average 
wed car. The»e car* are priced 
to sell for cash according to 
' aluo on today'i market. 

It you arc placed m thn poat- 
tton and need a car. we make 
you thai propowfjon: 
We wffl kO you one or more ci 
the* can tor part ca*h and part 
cotton ar for all cotton. 
The cotton to be thipped to 
Memphn and ebned by any cot- 
ton factor agreed upon, the 
price to be Mcrnphn market ot 

Our retourcn are tuch that we 
can hold wch cotton until a 
demand make* it marketable 

Motor Car 

/* nb Terrifanr 

Here is an advertisement that the Memphis 
distributor used to offer used cars to holders of 
cotton. It did produce results. 

Tulsa Essex Sets a New Mark— 72) 2 
Miles in 79 J^ Minutes. 

ALL motor car speed marks from Tulsa to Cushing, 
Okla., were broken by Perry York, service man- 
ager for the McClelland -Gentry Motor Co., when 
he drove a stock Essex roadster 72 H miles in 79 H 
minutes, at an average speed of 54.5 miles per hour. 

The run was made in a heavy, early morning fog, 
slippery roads, and the usual heavy Saturday morn- 
ing traffic on the highway made the race a hazardous 
and difficult undertaking, but all the more remark- 
able, because of these handicaps. 

Essex also holds the local speed records from Tulsa 
to Collinsville, Tulsa to Oklahoma City and Tulsa 
to Sand Springs. 

WHEN The Bennington Garage exhibited "The 
Trail of the Arrow" in a local theater in Benning- 
ton, Vt., there were scores of people present who 
rarely or never attend motion picture shows. 

Thanks to the Essex, the Pictures 
Were Printed. 

IOWA'S record making Essex added another star 
to its long list recently when Paul Swearengen, of 
the Hudson- Jones Co., went from a football game 
from Ames to Des Moines, 36 H miles in 40 minutes, 
bringing with him the staff photographer of the 
Sunday Capital and pictures of the game to be used 
in an early Sunday edition. This is the same car 
that went 1061 miles in 24 hours over Iowa frozen 
roads last winter and set a new road mark that has 
not been equalled 

DO you remember the story of Mrs. Peirce and her 
companion who crossed the continent from New 
Jersey to California in their Essex? Here is an in- 
teresting sequel. O. H. Newman, Essex dealer at 
Belmar, N. J., writes that he sold Mrs. Peirce the car 
and that it was his original demonstrator. At first 
she hesitated about purchasing a used car to make 
this trip until she saw the condition of the Essex. 

GREENSBURG, Kansas, to Los Angeles, is 2009 
miles via the Santa Fe Trail. E. R. Smith and 
three passengers made it in his Hudson in nine days 
comfortable driving. "We camped en route," said 
Mr. Smith; although the roads through Northern Ari- 
zona and New Mexico were the roughest I've been 
over, our Hudson made it in fine shape. My Hudson 
is not only economical on tires, but I get splendid 
gasoline mileage. With camp outfit and passengers 
the car was pretty well loaded but I got well over 
fifteen miles to the gallon. 

A Few Words About That Picture 

E. G. PERRY of the Lone Star Motor Co., El Paso. 
Texas, sends in the group of pictures below to 
show how Essex owners enjoy themselves. The 
hunting trip appears to have been extremely success- 
ful. Both cars were driven by their owners, who 
because of the satisfaction given by the cars have 
each purchased their second Essex. 

PERHAPS the most deceiving thing about 
a repair shop is the general appearance. 
Appearances count, they say. Sure they 
do; but they don't count most. 

The thing that really counts — the only 
thing — is good work. "Fixing" not "fairing." 
The prettiest, cleanest place of business is a 
liability if it can't deliver the goods. 

Size up your Repair Department from this 
angle. Is the exterior a bluff? Is the waiting 
room decorated to match the class of satis- 
faction the occupant waits for? 

There may be foot stools on the floor for 
"milady," but how about Bill and Hen — the 
boys up in the shop — fixing her car? Are they 
still trying to take off hub caps with a pipe- 
wrench? Well, that may be stretching it a 
bit too far, but it illustrates the point. 

Good Shop May Be In Barn 

The first consideration of a shop is not the 
front door and the glad hand. Some of the 
best repair jobs I have ever seen have come 
out of sheds and barns — comparatively. Last 
spring I was driving an Essex Roadster along 
some fast roads in Florida — following Ted 
Sides of Jacksonville. I was watching for 
cops — not the oil gauge. The oil suction pipe 
broke and I never noticed it until I heard it — 
a rod bearing. It was not near any big town, 
so I thought we were sure out of luck and had 
a long "tow-party" ahead of us. I didn't 
even expect to find an Essex dealer near. To 
my surprise a mechanic from a little shop 
did the job out on a grass plot in less than 
two hours — a good job that lasted through 
the night, 200 miles, averaging 35 miles an 
hour. But you should have seen that boy's 
tool Irit. He had the right wrench for every- 
thing; an arbor to fit a new rod bearing too, 
so that it was right before he bolted it in 
place; even had the right size cotter pin for 
the rod bolt. 

There was a Hudson-Essex dealer and he 
had a repair shop that equalled any found in 
a big metropolis — for class of work. 

If that little shop (it would only hold two 
cars at a time) could boast a real mechanic 
with real tools, why shouldn't it be possible 
to find the same class of work and equipment 
in every little town? 

Have a Real Tool Crib 

The only reason I see is that this particular 
dealer was wide awake. He knew how neces- 
sary it was to his business. He was not be- 
moaning his inability to get a good mechanic 
— he had gotten one — probably from some 
fellow who claimed he couldn't get good men! 
It is most gratifying to find these little towns 
with 100 per cent repair shops — and there 
are many. I found a couple more before I 
got out of Florida that trip. And on my way 
back to Detroit I saw many big shops where 
one could hardly have trusted the same job 
without fear that it would not be done right — 
Continued on next page. 

Digitized by 



much commotion in Vermont during Essex 
Week. Here we see it climbing Woodford Mountain, and while other cars tried to follow, the nearest any of them 
came to A the mark it set was five miles away. 

The automotive editor of the San Francisco Examiner took an Essex Sedan over the Ukiah-to-Tahoe route re- 
cently. One of the most interesting sights on the trip was near Leesville when the car passed these thousands of sheep 
shown in the picture above. The sheep were travelling on the hillside, in lines uniformly ten feet apart, straight as an 
arrow, and exactly parallel. 

The smaller insert below shows the Sedan crossing Cash Creek, which at this season is so deep and swift that light 
stages drawn by horses will not essay it. Twenty feet from one bank the water piled over the Essex hood. The only 
preparation made was to close the radiator shutters and tape the band around the generator and the opening of the oil- 
filler tube. 

Continued from page two 
because there was no evidence of the tools — 
especially an arbor for fitting bearings! 

Now, this all brings us back to the title, 
"tools." Let us make 1921 a campaign year 
for equipping our shops properly. 

Put in a real tool crib — buy some real time- 
saving tools to put in it. Institute a system of 
checking them out to your men so they won't 
get lost and stolen. If your whole shop is 
run carefully — from the superintendent down 
— the men will be careful. Tools won't be 
stolen as much as you expect if the policy 
of your shop is carefulness and good work- 

Only good workmen appreciate good tools 
and equipment — and good workmen aren't 
thieves. To say that such a thing "can't be 
done" in the repair business is to admit your 
failure to operate a good shop. 

The Special Tools listed by the factory are 
only a few of what a shop really needs; they 
are tools which we use in our own shops — 
hence we can supply them to you at com- 
paratively small cost. A few are specially 
designed for repair work and are purchased 
in such small quantities that the cost is higher. 
But you are getting circulars and catalogs in 
every mail from concerns that specialize in 
tools. Don't consign them to the "W. P. B." 
— send them to your shop foreman; maybe 
its just what he wants. Many a shop is har- 
boring a genius unknowingly — because that 
shop and its executive head has been too 
stingy to buy good tools, or to let the men 
make up a few special ones. 

Tools Every Shop Should Have 

It has been common practice for some 
manufacturers of cars to furnish a tool kit 
containing all kinds of special wrenches that 
an owner would never use; — but they were 
necessary in a degree because the particular 
adjustments for which they were intended 
could only be made with a special wrench. 
The tool kit was searched by the shop when 
the owner went in to get that particular 
adjustment made. Usually, the wrench 
remained the property of the shop, or the 
mechanic! Now, this system is wrong. Such 
wrenches should be kept in every shop. The 
owner need not carry them around until time 
comes to use them, and then have them 
"appropriated." He never uses them — why 
carry them around? 

Here is a list of a few "Specials" that must 
be in every shop — no matter how small: 
Tappet wrenches, Valve lifting tool, Drain 
plug wrenches, Clutch filling funnel, Oil 
reservoir socket wrench, Exhaust packing 
nut wrench, Connecting rod wrist pin clamp 
screw wrench, Rear wheel drive shaft nut 
wrench, Rear wheel bearing wrench, Hub cap 
wrench, Spark plug socket wrench, Radiator 
hold-down bolt nut wrench, Socket wrench 
for brake upper adjusting nut, Thin end 
wrenches for brake lower adjusting nuts, 
Distributor contact screw wrench, Wrist pin 
expansion reamer, Stepped arbor for connect- 
ing rod bearing fitting, Feeler gauge metal in 
long strips for fitting piston, etc., Cylinder 
head stud nut wrench, Differential bearing 
nut adjusting wrench, Pinion shaft nut adjust- 

ing wrench, Pinion shaft lock nut wrenches, 
Main bearing stud nut wrenches, Connecting 
rod bolt nut wrenches and Water pump gland 

With these and the usual shop tools almost 
any kind of a repair job can be done. With- 
out them the best mechanic has small chance 
of turning out a satisfactory job. 

Many shop men are going to read this 
article; they are going to say I haven't half 
covered the matter of shop equipment. True! 
To those who know the rest, I suggest that 
they study these notes and go to their em- 
ployers with the whole story as it applies 
to their own particular shop. 

Get the Shop In Order 

It will be a good 1921 resolution — to get 
together more often with the big boss on 
shop matters — show him all the time that 
shop investments along certain lines are 
profitable; a shop is also absolutely neces- 
sary — let's have the best possible — equip- 
ment, tools, men and working conditions — 
leave out the frills until these are realized and 
are installed to stay. 

An Essex owner in a big city proudly 
pointed to his car one day and said — "Look 
at her! — seventeen thousand miles and never 
in the shop for repairs. What little she needs 
I do myself. Some car!" — Sure. Never in 
the shop. That was the reason he was so 
pleased. And, unfortunately, it's true of 
many owners in many cities — the less they 
go to the shop the better they're pleased. 

Let's change this for the good of the busi- 
ness — our business — Hudson and Essex. It's 
not an original thought — plenty are at work 
on it. Let our dealers be in the front rank — 
not with the stragglers of years to come. For 
those stragglers the future holds too much 
discontent and failure. Let's keep ahead of 
the times just enough to stay successful and 

Digitized by 



At Every Port 

In Every Clime 

NEVER a mail is sorted, but it brings to the factory 
some tribute or testimonial to the worth and qualities 
of Hudson and Essex cars in foreign lands. All are interest- 
ing but they can not all be printed for lack of space. This 
week an entire page is given to foreign comment and while 
it will be of greater interest perhaps to foreign dealers, it 
should be equally so to those here at home. 

For over ten years now the Hudson family has been 
growing steadily, until it reaches into every nook and 
cranny of the world where motor cars are sold. In country 
after country Hudson and Essex stand first as the fine 
cars owned by the ruling and leading families. 

The two larger photographs at the top of the page 
were sent from Sumatra, and 
they show the arrival of a 
shipment of Essex cars at 
Belawan. At this port every 
car is uncrated carefully and 
examined by the custom offi- 
cials to see if there isn't some- 
thing new that they can levy 
a duty on. The native chauf- 
feurs are very proud of their 
Hudson and Essex cars. They 
say it makes them great 
personages in the eyes of the 
native populace. 

The smaller photo of the 
Hudson at the left was taken 
in the mountains of Uruguay. 
The one opposite shows Sir 
Walter Davidson, governor of 
New South Wales, arriving at 
the Parliament House in Syd- 
ney, in his Hudson Super-Six. 

The Australian Motorist 
of October carries a very 
interesting story of the vic- 
tory of a Hudson Super-Six 
in a petrol consumption test. 
H. Walker in the Class A 
Members Event was first, 
carrying eight passengers and 
full touring equipment. The 

Essex Wins Sweeping Victory 
in South African Hill Climb 

Essex cars triumphed in what the South 
African Motorist terms as the Transvaal Auto- 
mobile Club's biggest competition — the Jan 
Meyer's Hill Climb, just outside of Johannes- 
burg. On formula H. R. Wickens' Essex No. 13, 
shown below, was first and his Essex No. 3 was 
third. On time the two Essex cars finished 
again in the same order. It was a distinct vic- 
tory, for in the test on formula there were 28 
cars entered — 14 different American makes and 
6 British. In the contest for fastest time 21 
entries were recorded. In each case only two 
Essex were entered, while of one American make 
of car there were four entered. 

test was conducted under the auspices of the Royal 
Automobile Club of Victoria, and the course was a try- 
ing one, being up hill all of the way. Walker's car, loaded, 
weighed 5,198 pounds and his petrol consumption was 
36.2 ton miles per gallon. 

Further victories in Australia for Essex are also reported, 
by Dalgety and Co., of Sydney. In a hill climb through 
the Galston Gorge to Sydney, of all cars entered the three 
Essex cars were the only ones that were not boiling when 
they reached the summit. In the privately owned class, 
the Essex finished first on formula. 

In "De Auto," the leading motor paper of Holland 
is published this letter, from a Dutch owner: 

"In consequence of a re- 
port in "De Auto" concern- 
ing the Essex about beating 
records from San Francisco to 
New York, I feel induced to 
complete the same. 

"Since January this year 
I am lucky to possess an 
Essex car. I am using it for 
my business every day. With 
this car I have covered more 
than 32,000 K. M. without 
accident (about 25,000 miles). 
"I am daily starting my 
motor between forty and fifty 
times, refusing not to be 
thought of, squeaks and 
rattles in body or springs are 
excluded, use of gasoline 1 
on 7. With a speed of 70 
to 80 K. M. per hour the car 
absolutely holds way and 
easily a swiftness of about 
105 K. M. an hour is being 

"As a motor-driver of the 
'old guard* (I am driving 
for 20 years already) I am 
daily astonished at this mar- 
vellous product of motor tech- 
nical region." 

Digitized by 




Trian gle 

volume x 



To All Members of the Big Family 

YOU WILL BE interested in learning that our 
production is coming along in pretty good 
shape. From present indications April ship- 
ments will approximate the special allotments now 
in force. In May and June we should be shipping 
on a basis that will remind you of "old times/ ' 

Reports reaching us show a nice steady improve- 
ment in our business in most parts of the country. 
There are a few exceptions of course, but improve- 
ment is noticeable even in some of these bad spots. 
So taken all in all, our business is quite satisfac- 
tory. But, of course, what we all are interested in 
is in keeping our business that way. It seems 
quite evident that business will tax our production 
possibilities for the next few months, but what 
about the rest of the year? Isn't now the time 
for us all to do everything we can to help under- 
write our future business? 

In line with our fixed policy we are constantly re- 
fining our product. We sincerely believe we are 
shipping a better product today, both Hudson and 
Essex, than ever before in our history. And it is 
our firm purpose to adhere closely to this policy 
of building good cars. 

We have increased our advertising program — for 
example, beginning in May, we appear in the Sat- 
urday Evening Post every week. We are increasing 
our budget in other directions, details of which 
will be announced later. We feel confident that our 
copy will be pleasing to you and will draw pros- 
pects to your salesroom. 

Then, too, we are going to do more in the way 
of sales promotion work. We intend to fully ac- 
quaint every salesman with the many strong 
characteristics of both Hudson and Essex cars. 
We want to make The Triangle the mouthpiece of 
this institution. Won't you watch for it and read 

But having accomplished these things and 
others, our efforts will fall short of the mark un- 
less we enjoy the fullest co-operation of every 
individual member of the Hudson and Essex fam- 
ily. Therefore we appeal. to you for your loyal and 
enthusiastic support in a campaign to make this 
another good solid year for Hudson and Essex. 

Believing you will be glad to unite with us in this 
movement, we make the following suggestions : 

KEEP OVERSOLD— It is tough luck to sell a car 
only to have the order cancelled later because of 
inability to deliver promptly, but after all the 
only way to keep up a steady flow of business is by 

keeping oversold. You can book many orders for 
future delivery and a lot of them will stick. Your 
customer's deposit or used car will make him hesi- 
tate about cancelling and will make it the more 
difficult for the other fellow to get him. 

The customer who cancels his order because of 
delayed delivery, will undoubtedly buy a less 
wanted car. He is still a good future prospect. He 
will be back some day for the car of his first choice. 
You can't afford to lose track of him. 

KNOW YOUR PRODUCT— We hear so many 
claims for the other fellow's product that some of 
us perhaps have a tendency to underestimate the 
true value of our own. If you or any of your organ- 
ization are in any sense lukewarm, now is the time 
to resell yourself, and given half a chance, the 
product itself will do the job for you. Ride in 
it, drive it, consider its many good and exclusive 
features — sell yourself any way you please and then 
sell every other member of your organization. It 
is most important that you know your product 

SERVICE — Each year an increasing percentage 
of your sales will be to your old customers. How 
important it is, therefore, that you keep in con- 
stant touch with them. If you are to retain their 
business you must make certain they are receiving 
the service and satisfaction to which a customer is 
entitled. Are you doing all you can to establish a 
permanent and pleasant relationship between 
yourself and these owners or are you letting some 
of them drift away? Therein lies the foundation 
for a lot of your future business, and some of it is 
near by. No matter how old or shabby his car, nor 
how unreasonable the owner may be, he is your 
best prospect and to treat him other than as a 
good customer is most expensive. 

SET A TASK— If the boss hasn't established a 
quota for you, go after him for one. Ask him how 
many cars you can get. Then set a task — so many 
cars per day, week or month — and go after it. 
Now is the time to give our business a momentum 
that will help carry it through the year. We want 
to do everything we can to help you, and we will 
welcome any suggestions you may care to offer. 

Let's all of us know our product, watch our ser- 
vice — set a task and keep oversold. 

General Sales Manager 
Digitized by VjOOQ IC 


Safety and Durability in 
Essex Steering 

HpWO of the many unusual features of the Essex car 
•*■ are illustrated herewith. 

It is most important that the steering arm, above 
anything else, never be allowed to come loose on its 
shaft. From the illustration you will see to what pains 
the Essex has gone to insure safety. 

The Essex method of locking the nut which secures 

the steering arm is a soft steel washer with ears which 

are folded over the nut and also around the arm itself. 

is is more positive than any cotter pin, which is the con- 

onal way. 

er feature is the Essex system of locking the thrust bear- 
ment at the top of the steering gear housing. As a rule, 
g nut is clamped — or split and jammed with a small set 
nut always has a tendency to loosen, such locking meth- 
ve. So Essex uses a special washer which allows the nut 
y position and which is secured by a strong cap screw. 
ve to be sheared off before the adjustment nut could 

hocks which have to be transmitted through a steering 

ach the steering wheel itself, it is apparent that the 

tay put" depends upon just such details of design. The 

~o*^~ & ^«» inuot.«,w TTiiat ^«** ^e accomplished by unstinted effort to give the purchaser 

the best, and is just one of the many points a salesman should know. These features are almost exclusively Essex. 

Catalogues and Literature 

Detail Specification 
Sheets Now Ready 

The distribution of Hudson and Essex cat- 
alogues this year has been handled entirely 
through the distributor. In previous years 
the factory shipped to both distributors and 
dealers, but it often developed that dealers 
received too few catalogues or too many. 
Unquestionably the distributor knows his 
dealer's catalogue wants better than the fac- 
tory, and so the distributor has been shipped 
a sufficient supply of catalogues to take care 
of all immediate needs. 

It has never been the thought of the fac- 
tory to distribute catalogues broadcast to 
prospects. Even the practice of giving them 
out generally at automobile shows or in sales- 
rooms to every one that calls is not regarded 
as always being the best to do. Rather, it is 
felt that more interest can be aroused if the 
prospect is mailed a catalogue, together with 
a good strong sales letter. General mailing 
of catalogues to a list of names is wasteful. 

There have been requests received for more 
detailed specifications. Sheets containing 
this information, and of a size that admits 
inserting in both catalogues can now be fur- 
nished. Distributors will be supplied upon 
request. Dealers should advise their distrib- 
utors of the number they need. 

There is now in the process of preparation 
several new pieces of Hudson and Essex litera- 
ture, including two new catalogues, describ- 
ing and illustrating all of the models in more 
complete detail. These will be shipped as 
soon as they can be printed. 

Newspaper Advertising 

Over $1,000,000 was spent by the factory 
and its distributors and dealers in newspaper 
space in the year just past — by far the largest 
appropriation of any automobile manufac- 
turer for this type of advertising. 

This year copy has been going out regularly 
and has been used regularly — evidence that 
Hudson and Essex dealers realize the value of 

newspapers to reach their markets. \ Copy 
will continue to be mailed out, a month's 
supply at a time, the size and its appeal de- 
pending upon sales conditions. 

The first week of May will see Hudson and 
Essex copy running each week in the Satur- 
day Evening Post. The schedule calls for a 
full page each week and pages in the Post 
cost $7,000 each this year. The full plans of 
the advertising program will be outlined in 
another issue of The Triangle. 

The Used Car Situation 

The strength of the present new car selling 
market is further emphasized by the rapidity 
with which used car stocks are being liqui- 
dated throughout the country. It has been 
proven conclusively that there is a well de- 
fined general demand for both new and used 
automobiles. The substantial prices that 
used Hudson and Essex cars bring indicate 
that these two cars still maintain their leader- 
ship, as they always have. It is noticeable, 
too, that the number of Hudson and Essex 
cars offered for sale in the second-hand mar- 
kets and used car show rooms is limited. 
Hudson and Essex cars apparently do not 
grow old. 

Let This Be Your Motto 

"/ defy any man to ask me any 
question about my business 
that I cannot answer correctly 
and truthfully." 

The descriptive articles to appear reg- 
ularly on this page, explaining the 
many features of Hudson and Essex 
design and construction, will make it 
possible for every reader of The Tri- 
angle to translate the words of the 
above quotation into actual practice. 

Sales and Stock Reports 

A Few Words About 
Their Importance 

Each week dealers are called upon to supply 
their distributors with a report covering the 
week's actual retail sales — each month with 
a detailed stock report of all cars on hand, 
showing deliveries made by model, and un- 
filled orders. 

The dealers' reports are combined by the 
distributor and forwarded to the factory. 
Dealers can well appreciate how important 
and of what great value these reports are to 
the factory when furnished complete. 

These reports enable the distributor to 
apportion his cars to the best advantage and 
they assist the factory in arranging a building 
schedule conforming as closely as possible to 
distributors' and dealers' requirements. In 
that way, the reports are a definite help to 
every dealer. 

Dealers can co-operate by seeing that these 
reports are always furnished promptly to their 
distributors and in as complete and accurate 
form as it is possible to obtain. 

Cord Tires 

Specifications for cord tires have increased 
so much recently that it seems doubtful if we 
can fill them all this month. For a short 
time, therefore, we may be compelled to equip 
some of your cars with fabric tires where 
cords are specified. This will be a temporary 
situation only, and in the near future we will 
be able to supply cord tires in all cases where 
specified. Because of this, dealers should give 
their distributors advance notice as to their 
tire requirements. 

Sedan Production 

Because of production difficulties, ship- 
ments of both Hudson and Essex Sedans have 
been quite limited. We are glad to report 
that the situation is now improving, and 
indications point to reasonably heavy ship- 
ments in the near future. 

Digitized by 



Letters from Owners— Do They Pay? 

THE use of owners' letters in automobile sales- 
manship is not new, for if you will turn back the 
pages in your Triangle file you will observe that let- 
ters from owners have always been given the careful 
consideration that they are entitled to. 

Owners' letters are valuable, and they should be 
used in as large a way as it is possible to do. Nothing 
sounds quite so good as to hear an owner tell how much 
he likes his Hudson or Essex, and if you can get him to 
put these thoughts on paper so 
that you may show his letter 
to others, then so much the bet- 
ter and stronger is his endorse- 

It is with this in mind that 
the advertising department has 
started another campaign among 
distributors and dealers to bring 
in as many letters from Essex 
and Hudson owners as can be 
secured; compile them accord- 
ing to territory, type of perform- 
ance or owner satisfaction, and 
then re -issue them to the entire 
Family for the help of Essex 
and Hudson salesmen. 

There is just one kind of own- 
er's letter desired — the one that 
rings true— and no matter how 
brief or lengthy it may be, it 
must be a bona fide document 
if it is to carry any weight 
with a prospect. 

Letters should never look in- 
spired, nor solicited. The letter 
that starts with an "in answer 
to your request as to how I like 
my Hudson car," might as well 
never have been written. You 
may argue that many owners 
never think of writing unless you 
request it, and that is so, but 

What an Arkansas Minister Says 
About His Essex 

Few automobile owners will take the time to tell you 
about their cars when everything is going all right. 
Here is a letter sent direct to the factory by an owner. 

The Essex Motor Co., 

Factory Headquarters, 

Detroit, Michigan. 

Gentlemen: I want to make a report of a remarkable 
record and splendid work of one of your Essex Touring 
Cars. I think it is such a fine record and so very unusual 
that it would be well for you to make use of the same in 
your various ways of advertising this good car, which, 
for me at least, has proved most satisfactory in all re- 
spects. I have tried the and cars, but will 

always stand by the praise of the Essex car ; I believe it 
is the best medium-priced car on the market today, and 
everywhere I find owners of an Essex, I hear the same 
story. My car is Factory Number 20237, and was pur- 
chased through Case & Co., Agents at Bradentown, Flor- 
ida, on Dec. 29th, 1919. Since that time, I have moved 
from Florida to Jonesboro, Arkansas. The remarkable 
record is that during all of this time, now something 
over 13 months, I have never had to pay out one cent 
for repairs, up-keep or motor trouble; I have never 
had a puncture in my tires; in fact the extra, or spare tire 
on the rear, has never been called into use. I am so very 
proud of this good showing for the Essex that I not 
only want the men at the Factory and Headquarters 
to know about it, but I want the general public (if you 
care to use the information) to share in the good news. 
With all good wishes for you and the Essex Automobile, 
and again expressing my thanks that my eyes were turned 
to the Essex in 1919, I am, 

Most cordially yours, 

Rector St. Mark's Episcopal Church, Jonesboro, Ark. 

you will be able to find plenty of satisfied Essex and 
Hudson owners who will sit down and write or dictate 
a straight-from-the-shoulder letter that will carry a gen- 
uine sales message to your prospective buyers. 

The owner's letter campaign just starting will be 
kept up until every distributor and dealer has sent in as 
many Essex and Hudson letters as he can obtain. These 
letters should come preferably from people who are 
fairly well known, whose word carries with it all the 

weight that you wish it to. 

They should be from owners 
who have had ample opportun- 
ity to drive and appreciate their 
cars. The types and classifica- 
tion of owners by business or 
occupation should be as wide 
as is possible to obtain. The 
letters, too, should state the 
model of the car, for remem- 
ber sales are not limited to one 
model. Letters read easier if 
typewritten, and of course if 
the owner is in business or is 
a professional man or woman, 
then it adds to its appearance 
and value to have it written 
on the firm stationery. 

Complete details for obtain- 
ing letters from owners, how to 
use them effectively, and how 
the factory intends to co-oper- 
ate in this campaign to bring 
in the printed word from the 
owner — all these points are 
covered in the letter that is 
going out under separate cover 
to distributors and dealers. 

All Hudson and Essex sales- 
men are asked to co-operate 
in this owners' letters campaign 
to the fullest degree, for they 
will reap the benefit. 

These Are the Kind of Letters that Can Be Used to Help Sell Cars: 

Car in Fire, Given Up as Total Loss 

— Still Runs and Gives 


Mr. R. L. Dins, Manager, 
T. C. Power Motor Car Co., 
Helena, Mont. 

Dear Mr. Dins: 

I want to *f*in compliment you and the 
builders of the Essex car purchased from you in 
April, 1919. 

My car, as you know, was in the Central Garage 
when that building burned, at which time it had 
done 6,470 miles at an upkeep cost of a little less 
than $15.00. 

Following the fire, and while waiting appraise- 
ment of the fire loss, the water in the radiator 
and engine jacket froze, owing to which fact the 
car was rated at a total loss. However, the extra 
large radiator capacity absorbed the frost expan- 
sion therein while it blew out the safety plugs in 
the engine, leaving no permanent damage to 
either. A small expenditure turned the fire-wreck 
into a serviceable runabout truck with the addi- 
tion at an extra leaf in the rear springs, with 
which I now haul supplies from and to my ranch, 
and loaded or empty it takes a Hudson or better 
car to pass me on the 60-foot roadway between 
the foothills and city limits, some 10 miles, while 
an additional six thousand miles has been run- 
ning up on the speedometer which now reads 
12,470 miles. 

! Excellence! I Efficiency lit 
Yours very truly, 

Rancher, Helena, Mont. 

Owner's Super-Six No. 217 Has Gone 

53,504 Miles and It Runs 

Better Every Day. 

Hudson Motor Car Co., 
Detroit, Michigan. 


You have recently been asking in your ads why 
Hudson Super-Six owners are satisfied. Here is 
the reason ONE owner is: 

I own Super-Six engine No. 217. Obviously you 
had made but 216 Super-Sixes before mine, and, 
since your output has run into six figures, I have 
rather an old car. It has travelled 53,504 miles, 
over all sorts of roads, good, bad and indifferent. 
It did 400 miles once in 9 hours and 20 minutes 
actual running time. It has had the hardest, 
roughest usage, but always good upkeep. After 
all this, what is its present condition? 

The engine has the same sweet roar it always 
had. It will ascend any hill on high that any new 
car on the market will go up. A short time ago 
I pushed the speedometer up to 85 miles per hour 
on a country road. It is still a dependable servant 
every day, takes rain, shine, mud and boulevards, 
with equal good nature, throttles down or picks 
up quickly in traffic — in fact performs as it did 
the day it rolled from the factory as engine No. 

This is MY reason for never giving a covetous 
glance at another make of car. When I need a 
new car I will get it, and it will be another Super- 
Six. But old 217 has lots of useful life ahead. 
Yours truly, 

Coffeyville, Kansas. 

Takes His Car Over 8,000 Miles of 

Cactus Roads and— Well, 

Read His Letter. 

The Judith Motor Company, 
Lewistown, Montana. 
Gentlemen ; 

I beg to state that I have one of the Essex five- 
passenger touring cars, which I purchased from 
you last May. 

This car was used in my geological work by my 
surveyors and was practically on the road con- 
tinuously in the northern part of the state where 
the roads are very poor. I was somewhat preju- 
diced against the Essex car when I purchased this 
car, but I have been converted into a "booster*' 
for the Essex seeing what this car has done in the 

Kst summer and the roads it had to travel. I 
lieve very few cars would have stood up the way 
this car has done. I have had no outlay on the 
car in the way of breakage and have the same 
tires that I got with the car with the exception 
of the extra tires. I have had one or two adjust- 
ments on the tires, but outside of that I have 
had no outlay, and as I say, the same tires that 
came with the car are still running. I have run 
the car over eight thousand miles and eight 
thousand miles would be equal to sixteen thou- 
sand miles on good roads as we were driving over 
cactus and over country where there were no 
roads at all. 

I am thoroughly pleased and satisfied with this 
car and intend in the spring to purchase another 
one for my geological work and surveyors. 
Yours very truly, 

Lewistown, Montana. 

Digitized by 



Be Able to Answer Prospect's 

At the motor car shows during the past few 
months it was noticeable that many retail 
salesmen were not thoroughly familiar with 
the prices of the various models they were 
trying to sell. Some had to refer to their 
memorandum books before they could quote 
a delivered price on a standard car. Few were 
able to quote a price including extras, such as 
bumpers or a spot light, without consulting 
someone or referring to a price list. 

It is a decided advantage to any salesman to 
have this kind of data thoroughly fixed in 
his mind. Otherwise your prospect may 
think you have more than one price, or while 
you hesitate, he may get his mind on other 

You should be able to supply this kind of 
information on the spot — definitely, posi- 
tively and without hesitation. Thorough 
knowledge gives you added confidence. It is 
pleasing to the prospect. Just try it and you 
will be surprised how it will help you. 

You Can Never Tell When — 

Dead Men Buy No Cars 

Out in Topeka, Kansas, a man died recently 
and left in his will the strange request that 
a copy of the Topeka Capital be delivered to 
his grave each day for the next 20 years. 
There were probably a lot of business men 
who laughed when they read about it, and 
yet they may be sending out sales letters reg- 
ularly to addresses that are just as dead from 
a buying point of view as this late citizen is 
in Topeka. If a letter is worth mailing at 
all it is worth the time and effort to see at 
least that it will reach some one, regardless of 
whether that person ever buys or not. 

Clean out the dead wood this Spring in 
your mailing lists. 

Hudson Distributors Stand High 

The annual election of the National Auto- 
mobile Dealers' Association, is a tribute to 
Hudson Distributors and a recognition of 
their standing. Jesse A. Smith, Hudson dis- 
tributor at Milwaukee, is the new President 
of the National Association. William H. 
Brace, of Kansas City is Second Vice-Presir 
dent, and Thomas Botterill, of Denver, and 
George E. Wray, of Shreveport, La., are 
Directors, and all are Hudson Distributors. 

Bought It in 1910 — Has Gone Over 

200,000 Miles and It's Still a 

Good Hudson 

Looks old fashioned doesn't it? 
The picture was taken six years 
ago, but the car is still in service 
and its owner, Louis Peters of 
Pleasanton, Nebraska, is just as 
enthusiastic as he was in 1915 when 
he posed for this photo. Owner 
Peters purchased this first model 
Hudson early in 1910, and he has 
driven it over 200,000 miles. Last 
year he made a trip to Colorado 
and back without trouble. It is 
the only car he has ever owned. 

JOHN SMITH was a motor car sales- 
man who lived on a good residential 
street in a large sized city. Most of 
his neighbors owned motor cars. 
Some he knew to speak to, but the 
majority of them he didn't. He drove 
to the salesroom every morning, 
attended the daily sales meeting and 
went out with a list of prospects, or 
took his place on the floor. 

When the sales manager had a 
tough prospect he sent Smith and 
Smith generally sold him. But he 
never brought in many names him- 
self for the prospect list. He was a 
good closer but a poor getter. 

He would have started at the end 
of the block and pulled door bells 
on his own street if he had been told 
to do so, but it never occurred to him 
that right among his own neighbors 
might be men who would buy a motor 
car. He was always looking for more 
imminent prospects, the man who 
had signified out loud that he was 
ready to buy. That was his meat. 
And still he was considered an excep- 
tionally good salesman. 

Frank Jones, a brother salesman, 
on the other hand rang door bells 
whenever he got a chance. He called 
on everybody within" a radius of 
several blocks. He had previously 
been a life insurance and a real 
estate salesman. He took rebuffs 
lightly and set the names ahead in 
his tickler file. Several bought from 
him, they said, "just to get rid of 

He knew that most of his prospects 
wouldn't buy for several weeks, and 
maybe months and that some might 
never, but he knew that much, and 
that was more than Smith knew. 
Jones was ready when the buying 
period did reopen. His lines were 
laid, and the door bells all tested. 

Smith and Jones are both selling 
cars this year, but because competi- 
tion is keener, and all salesmen are 
working harder, Jones is pretty apt to 
be the winner of the gold medal when 
the sales contest finishes, because his 
motto is and has always been : 

"Get ready for business tomorrow 
by paving the way for it today." 


The best advertisement you have in your town 
is a satisfied owner. What he says about you 
and Hudson and Essex cars carries more 
weight than anything you or the factory? 
advertising can ever sa^. 


What Boston Tells the Buyer Who Has 
a Used Car to Trade In 

"^y OU are thinking of getting a new 

X. automobile but you propose 
trading in your old car on the new 

"This method of procedure is all 
right, but a little advice just at this 
time may prevent you making a poor 
deal in this matter of trade-in. 

"Do not be misled with the idea 
that the people who offer you the 
most for the old car are giving you 
the best deal. Quite on the contrary, 
you are probably getting consider- 
ably the worst of it. Cars of real 
merit and honest value do not allow 
a long trading margin, like the many 
over-priced cars which permit their 
agent to offer you a big price for your 
second-hand car. 

"And there are quite a number of 
cars on the market to-day that are 
made to sell to people who want a lot 
of money for their old car; that is, 
there are a lot of cars on the market 

to-day which are purposely overpriced. 
He can give you the long trading 
price, but he certainly can not give 
you the greatest value in the new car. 

"Most people have an exaggerated 
idea of the market value of their old 
car. A very good way to determine 
the real value of a car is to take it to a 
second-hand dealer and get from him 
a quotation. His price is just about 
80 per cent, of what it is really worth. 

"Then using his price as a basis, go 
out and select your new car. 

"Make as good a trade as you can 
for the car which you really desire to 
own. In the long run you will be 
money ahead on a transaction of this 
kind. No automobile dealer can 
afford to allow any more for your old 
car than it is actually worth, and at 
the same time give you honest value 
in the new car. Service and the con- 
cern you are doing business with is a 
big asset." 

Digitized by 




ud* 1 Trian gle 

volume x 




The Motor Car has become an Indispensable 
Instrument in our Political, Social and Indus- 
trial Life." — President Harding, 

In Message to Congress, April 12. 

THOSE of you who read President Harding's 
first message to the 67th Congress, delivered 
before the joint session of both Houses on 
April 12th, probably noted the very important 
phrase quoted at the top of this page. 

But did the full significance of these words im- 
press you? 

Remember, first, that they come from the Pres- 
ident of the United States and that they do not 
constitute simply his private opinion as a man, 
but are uttered to the world in his first public 
message for the guidance of the new Congress. 

There is much more in these words than just a 
message directed to Congress — there is much 
more in them besides a message to the Public. 

They constitute a specific message to all of us 
in the Motor Car Industry. 

First it is recognition — deserved recognition — 
of the progress made in the development of effi- 
cient transportation units. Such recognition is 
gratifying. It will help materially in many direc- 

But let us not overlook the fact that in these 
words of the Chief Executive there is also RE- 
SPONSIBILITY. He states that the Motor Car 
has become an indispensable instrument. That 
means that it is a necessity now because it has 
proven an economical means of transportation — 
both for merchandise and for passengers. 

To maintain its place as an indispensable instru- 
ment the Motor Car must continue to be an 
economical means of transportation — must, in 
fact, become increasingly economical. 

Now how does that responsibility affect the big 
Hud son- Essex family? 

It may seem at first that it is something which 
entirely concerns the factory. It may appear that 
making our cars more and more economical is a 
manufacturing problem only. 

A big part of it is. And that part we willingly 
accept, for as you well know it has always been 
the policy to constantly improve and refine Hud- 

son and Essex cars, so that they may give longer 
and better service to their thousands of owners. 

There are thousands of Hudsons that have 
served for years at a minimum outlay for upkeep; 
and Essex, too, in its two years has convincingly 
proved the right to lay full claim as a unit of 
economical transportation. 

But Hudson and Essex dealers have also their 
part to play in fulfillment of this responsibility. 
They should know their product. Not its talking 
points only, but its working points as well. Every 
customer should leave a dealer's store with a clear 
picture in his mind of what the health of his car 
depends upon, and why it will pay him to remem- 
ber those things. A few minutes extra spent in 
explaining "care" may save him many hours nec- 
essary for repairs — and many dollars. That is one 
phase of economy. 

And likewise they should know the man that 
buys and drives the car they sell. Not just as 
long as he is considering buying his car — but as 
long as he has it, remembering that a sale is never 
closed until the customer returns to buy again. 
Take an interest in him. It will be economy for 
you and him. It will repay you without a doubt. 

Finally you should know your shop. Keep an 
eye on the work being done. See that your men 
have the proper tools to work with. Keep posted 
on up-to-date methods. Install them. If it pays 
your customers to have you do this work it will 
pay you. The more your methods please the 
more the owner will like his car — and there is no 
greater advertisement than a satisfied user. 

Let us take as our watch words the words of the 
President — that, "The Motor Car Has Become 
an Indispensable Instrument in Our Political, 
Social and Industrial Life" and let us take it upon 
ourselves to make that more and more a reality. 

General Sales Manager 

Digitized by 



Security and Ease of Operation 
in Essex Emergency Brake 

1WTOST emergency brakes are either fitted with 

ratchet teeth which are too small and wear 

out quickly, or they are too big and will never 

catch in the right place. These are serious defects. 

Note how the Essex construction improves upon 
others. The ratchet is big and strong; a forging, 
heat-treated. The teeth are big enough to last 

The pawls are double (see lower illustration). 
One is slightly ahead of the other, consequently 
it gives the same result as the small teeth as far 
as movement is concerned. This makes the brake 
easy to set and easy to release — but absolutely 
safe and durable. 

Salesmen in hilly territory will appreciate this 
point, especially where cars must be stopped out- 
side homes or offices which are on steep grades. 

The reliability and ease of operation of the Essex 
brake construction make strong selling points. 

The Value of Being Alert 

FRED SCHMIDT, Hudson-Essex dealer in West field, Mass., needed a place of 
business. Good ones were scarce, but Fred was not daunted by that. He pur- 
chased the old church shown in the upper corner of the picture and now has a 
modern, up-to-the-minute Garage and Show-Room . The inside of Schmidt's new 
place is well arranged and very attractive. 

It Always Gets There 

Baldwin & Flynn, Hudson-Essex dealers in 
Winchester, Ky., give us the following inter- 
esting little story. 

"On the night of February 21st, an Essex 
again proved itself by coming from Lexing- 
ton, Ky., to Winchester, Ky., through the 
deepest snow which has visited this part of 
the country in a long time. In many places 
the car plowed through drifts which partly 
covered the headlights. In one place there 
were two cars stuck side by side in the middle 
of the road. But even that didn't stop the 
Essex. It went up a steep bank and around 

"The Essex was the only car able to get 


The three elements of successful mer- 
chandising are Knowing, Telling, 
Showing— and of these, KNOWING 
your product and your prospect is the 
most necessary. 


The only kind of a dealer that can adver- 
tise just "Service" and get away with it, is the 
one with a reputation 
of long standing. If 
you have a well equip- 
ped shop and an ef- 
ficient shop force ad- 
vertise it as such — 
some of your potential 
prospects may be glad 
to know it. 

Digitized by 



Owners' Letters Campaign Progressing 

ALTHOUGH the new campaign to secure Owners' Letters was only announced in the last 
issue of The Triangle, the Big Family has already started to respond and several good 
letters have been received. No doubt after a few more days they will be coming in thick. 
If every section of the country is represented by letters we will be able to produce, for the use 
of everyone in the field, a really effective "Evidence Book." 

Selling by Evidence is one of the most effective ways, because it clears away any doubt 
in the prospect's mind about the fairness of the things told him by the salesman. Let us 
help you "Sell by Evidence" by sending in several good Owners' Letters, which we can com- 
pile and send out in striking form. 

Here are two more good examples of the type of letter which makes the strongest appeal. 

Eight Months — 15 Thousand Miles 
— No Repair Bills 

Hudson Motor Company of Illinois, 
Chicago, 111. 

Dear Sir: 

I wish to write you to let you know that I am claiming the 
record for any Hudson Super-Six that has ever been turned 
out from the factory; by that, I mean that I have driven my 
Sport Model 010 eight months; gone fifteen thousand miles; 
have never been in a service station; never had the carbon 
removed; never had the valves ground, nor have I paid one 
cent out for repairs. 

The original set of tires are still on, and look good for five 
thousand miles more; average twelve miles a gallon on gaso- 
line; throttle down to one mile an hour on high, and can do 
better than seventy in the same gear. 

I am not going to have a thing done to this engine as long 
as it runs as wonderfully as it does; and shall keep you posted 
from time to time as to the mileage, etc. 

I think this is a wonderful record, and doubt if there is 
any other car, no matter what make, that has been turned 
out from the factory to equal it. 

With kindest regards, I am 


High Gas Mileage — Low Upkeep 
— Easy Riding 

Mr. Chas. Conover, Schiear Motor Car Co., 
Third and Perry Sts., Dayton, O. 

Dear Sir: 

The car which I bought from your Mr. Luen is a bear. 

While I am quite familiar with the motor car I never 
before experienced the smoothness which the Essex Motor 

We drove to Lima and back over Sunday, one hundred 
and sixty (160) miles, and our gas average was twenty and 
one-half (20>£) miles per gallon. Although some of the roads 
are very bad I did not change gears going or coming. That 
is something I cannot say of other cars I have owned. 

The whole car seems well balanced the way it holds to 
the road. I like the controls which are operated from the 
seat; also the way the car is lubricated. 

The car rides easy and operates very easy. The big hit 
the car made with me was that I did not get at all tired in 
the eighty (80) mile one way drive. 

I will highly recommend the Essex car to anyone who en- 
joys a good car with a light upkeep. 



Motorcycles to Motor Cars, and 

What They Did the 

First Year 

The first year's record of Nuss Brothers, 
Hudson and Essex dealers at West Home- 
stead, Pa., is an interesting one. The story 
of their growth and the spirit in which J. 
Howard, Sales Manager and member of the 
firm writes to The Triangle, is good evidence 
of the success that may be expected from this 

"As dealers for Hudson and Essex auto- 
mobiles in Homestead District and devoted 
readers of the Hudson Triangle, I would like 
you to tell other dealers throughout the world 
of our success during our first year selling 
Hudson and Essex in a territory where 
neither car had ever been represented by a 
local dealer. 

"Before, we had been in the motorcycle 
game for ten years, selling Reading Standard 
and Harley Davidson Motorcycles. After we 
purchased a property on our main street 25' 
x 110', we decided we had room to take on 
some good automobile, and began looking for 
one to suit. We were both used to riding 
motorcycles, and no cars seemed to have 
enough pep to suit us, until one of my 
brothers rode in the Essex, which he said was 
the nearest to a motorcycle for pep of any 
automobile he ever saw. 

"We signed with the Eddie Bald Motor Co., 
of Pittsburg, for Homestead and vicinity, a 
territory of about 18,000 population, and in 
our first year, we sold 21 Essex and 10 Hudson 
Super-Six Automobiles, with prospects for 
double that amount this year. Now we are 
looking for more room." 

For those who hold regular shop meetings, an interesting subject 
is: How many reasons for an engine mis-firing? We have heard of 
as high as twenty-one — how many can you figure? The more you 
think about it the more interesting it gets. It is a subject which 
thoroughly understood will save your shop and your customers 
considerable expense. 

California Police Like Essex 

THERE is an increasing desire of many municipalities to equip their police de- 
partments with motor cars that combine reliability and great endurance with 
plenty of speed and power. It was these qualifications that decided Chief Ben 
W. McLendon of Long Beach, California, to specify an Essex for the use of his 
officers in responding to alarms. It is interesting to note that in other parts of 
California, too, the Essex has found favor with guardians of the law. At San Ber- 
nardino we find a Traffic Officer, whose beat is up and down the mountains and 
over the famous "Rim of the World" road, covering his route in an Essex roadster. 
Six of the California State Police also drive Essex roadsters. 

Digitized by 



R. C. Frampton Heads Dealers' 

Reynolds C. Frampton, president of the 
Hudson-Frampton Motor Car Company, St. 
Louis Distributors of Hudson and Essex, is 
the new president of the St. Louis Automobile 
Manufacturers' and Dealers' Association. Mr. 
Frampton was elected at the annual meeting 
of the Association which was held at the Clar- 
idge Hotel in St. Louis on April 11. 


Would You Buy From 
Yourself ? 

Some morning, we suggest you walk to 
your business place and imagine yourself 
one of the many thousands who want to own 
a car. 

Then coldly and critically size up your 
store and ask yourself : "Would I go in here 
to buy? What is there to invite my confi- 
dence — and trade ?" 

Go inside the store. Check yourself up* 
again. Go clear through your whole estab- 
lishment with that question in mind: "Would 
I buy here?" 

Is your store inviting ? Does it properly 
identify you as a Hudson -Essex dealer? 
Does its appearance offer an argument to 
the man or woman who has read Hudson or 
Essex advertisements and, consciously or un- 
consciously, is looking for the dealer who 
sells them ? 

If it does not do these things, you are 
handicapping yourself in selling cars. 

There are still a 
number of so-called 
mechanics who don't 
know that a nut can 
be drawn up too tight. 
A wrench with too long 
a handle, or too much 
"beef" — results in the 
stud or bolt being stretched — all tightening 
ceases as soon as this happens and danger 
begins. This is a most important thing to 
watch on cylinder heads — rear wheels — 
hubs — hub flanges — main bearings, etc. It 
applies to any bolt or screw, however, and 
should be one of the methods whereby a 
foreman can size up the ability of his work- 

State Highway Commissioner 
Picks an Essex 

Professor Thurman W. Dix, of the Engi- 
neering School of the University of Vermont, 
who has just recently been appointed State 
Highway Commissioner in Vermont, has se- 
lected an Essex car for use in his new work. 
Professor Dix picked the Essex after a very 
thorough consideration of the merits of sev- 
eral cars. 

Study the Hudson-Essex 

Beginning May 7 there will be an ad- 
vertisement in the Saturday Evening 
Post every week — May 7 on Hudson, 
May 14 on Essex and alternating in 
similar fashion thereafter. 

Each member of the Big Family will 
find it worth while to read every one of 
these advertisements carefully. Each 
contains real selling talk — points and 
thoughts which you can use in your 
personal work to advantage. 

Keep in touch with all the advertising 
the factory does. Read the newspaper 
copy as well as the magazine copy. 
Point the advertisements out to pros- 
pects — cut them out of the Post and put 
them up in your show rooms. Use 
every point they bring out. 




The Job of Selling More 
Cars — and The Triangle 

T^ VERY one of us in the Big Family is working on 
the same job — selling more Hudson and Essex 

And whether it be in a big city or a small town the 
fundamentals of that job are the same — finding a pros- 
pect and selling him. 

There are, however, many different ways of working 
out the problem. Distributor A may have found one 
plan successful. Dealer C may be working from 
another angle also successfully. Possibly Dealer E 
is not so fortunate. 

The purpose of The Triangle is to help you sell 
more cars. We want every issue to carry valuable 
material. But we need your earnest co-operation to 
do that. 

Tell us the methods you have found practical. We 
will print them here so the entire Big Family may 
profit. If all dealers contribute something all dealers 
will likewise profit. 

We are printing below one concrete example. 
You may have a different method. Tell us yours. 
You may have sold some particularly tough prospect. 
Tell us how. You may have overcome sharp com- 
petition successfully. How? 

Help us help you. Distributor — Dealer — Sales- 
man — no matter how trivial your idea may seem to 
you, if it worked it may help others. Teamwork 
always gets results. 




How Boston Gets Prospects Into 
the Show Room 

IN Boston they were not satisfied with the number of prospects being brought in by the 
salesmen to look over cars. 

The system of giving each salesman so many names to call on and follow up did not seem 
as resultful as it should have been. There was no good way to check the efficiency of sales- 
men's calls. The result was that the show room was generally pretty empty of visitors and, 
when one was brought in who was still undecided, there was not much force in suggesting the 
wisdom of buying early to escape a shortage when no one else seemed to be buying. 

That problem was solved in this simple way. 

Each salesman was definitely instructed to bring in three prospects to the show room 
every day. 

This was not a hard job for the boys when they started out with that definite determina- 
tion in mind. And it resulted in the following: 

First, the show room was always well occupied. There was a brisk air of business and 
success about it which was very noticeable and was commented on by many. 

Second, the salesmen, with a definite object in mind went at it very determinedly and 
in that way undoubtedly improved their approaches and sales talk. 

Third, the undecided prospect, when shown the crowd of other buyers, easily saw the 
wisdom of making his selection while cars were still available. 

Fourth, the Sales Manager was better able to help in closing hard prospects. 

Digitized by 





Trian gle 

volume x 



Selling the Second Car 

JJST how many automobile salesmen do you 
suppose consider as carefully as they might 
all of the possibilities of their "second car" 
market. Each year the number of car owners 
who buy their second, third or fourth car is con- 
stantly increasing. This year, we are told, some- 
thing over two million new cars will be needed 
to take care of the renewal buyers alone. 

Think then how strongly fortified is the dealer 
or salesman who has taken steps to insure that 
the owners he once sold will come back to him 
to buy again. 

Let us consider the ' 'second car market" 
among Hudson owners only. 

There have been something over 100,000 
Super-Sixes sold in the last five years. And the 
average ow r ner probably begins considering the 
purchase of a new car after three years' service 
from his present car. 

Based on an estimate of that kind there must 
be pretty close to 30,000 present Hudson Owners 
ready to buy again. 

If only 75% of that total were again sold it 
would alone account for a pretty substantial 
year's output. 

When you sell a new car you do something 
more than gain an immediate profit. You lay the 
foundation for future profits. And if you build 
on that foundation by keeping in touch with that 
owner, by helping him with advice and instruc- 
tions, by providing reliable maintenance and 
repair facilities for him, by teaching him to 

depend upon you as his dealer, then you will 
weave around him a strong but invisible cord — 
the appeal of his self interest — which will lead 
him back to you to buy again. 

It was not Idealism alone which coined the 
phrase: "a sale is not closed until the customer 
returns to buy again." It was nothing less prac- 
tical than good business. 

The building of any business depends for its 
greatest success upon the customer who returns 
to buy again. 

And it is not in our minds to suggest the neces- 
sity of giving a lot of "free service" or doing 
unprofitable repair work, to hold the customer. 
Such is not the case. 

The thing the customer wants is dependability. 
And few owners object to paying a fair price for 
good care and workmanship. 

You can hold the customer by demonstrating 
that dealing with you is an economy because of 
your qualifications for handling the work. And 
you can make a good profit in doing it. 

The second car market is worthy of every sales- 
man's strongest efforts. The constant follow-up 
of present Hudson and Essex owners should be 
consistently carried out. Spasmodic effort will 
fall short. 

General Sales Manager 


'iii, III 

Digitized by LiOOQ IC 


The Essex Cooling System is Patented 


FEW cars enjoy the distinction of a patented cooling system. Yet, the engineering principles on which the Essex is founded might be ex- 
pected to include a feature of this kind. 

The basic principle is the "thermo-syphon," which in this case means the automatic movement of the cooling fluid due to its temper- 
ature. Most people are aware of the fact that hot water rises because it is lighter than cold water. The boiling of water in a pan is the 
best demonstration of this principle. Only the more observant have noted that it rises — or circulates — more rapidly where the heat is 

greatest. Note the illustration. 

In an engine the greatest heat is found at the point where the heat is not used 
up, that is, the exhaust side of the combustion chamber and the exhaust valve 
pocket. So the water will boil more easily and consequently circulate faster at 
these points. On the opposite side of the jacket some of the heat is used up by 
the working stroke of the engine, and the incoming cool mixture also helps to keep 
down the temperature generally. So the water will not move as fast on that side . 

Remembering this fundamental principle, it is apparent that if the jacket 
were open — like the pan of water — the circulation would be a turmoil until the 
entire body of water above the cylinder was hot enough to rise upward and boil 
over as in the pan of water; then the exhaust side would be too hot. 

In the Essex patent design you will note that the flow is restricted so as to 
hold back the water until it can heat up sufficiently to cause it to rise to the head, 
but the holes vary in size. Thus — at the cool side — the holes which are small 
prevent the flow upward until the water is at the same temperature as on the 
hot side. On the hot side the holes are larger in proportion to the greater heat 
transmitted to the water. So the rate of flow upward is the same all over the cylin- 
der head, but the amount flowing is varied according to local requirements. 

The outlet pipe is directly above each point of maximum flow, so that the 
circulation will be in one direction only, with no turmoil or back-circulation 
within the cylinder jacket itself. In this way the water can be made to circulate 
just as fast as could be accomplished with a pump — as soon as it warms up. 

The efficiency of this system lies in the fact that the engine cooling water does 
not circulate until it heats — consequently there is practically no waste of time 
in heating up to efficiency temperature. Secondly — when warmed up, the entire 
cylinder head is kept at the maximum temperature — with no hot spots to cause 

This patented system, coupled with the shutters on the radiator, makes it 
possible to get maximum power and economy. The elimination of the pump, 
pump drive, stuffing boxes, etc., is an economy in the upkeep of the car — less 
parts, less trouble. The unrivalled reliability performances of the Essex engine 
on such long distance endurance trials as the 50-Hour Cincinnati Record and the 
Transcontinental Records is an endorsement of the perfection of this patented 
cooling system. 


When You Can't Call- 

NE of the very best means you 
have for prompt and thor- 
ough contact with your pros- 
pects is sitting right at your 
elbow on your desk — waiting 
to be used. 

The telephone has proven, 
time and again, an efficient 
sales tool if intelligently used. 

It is not to be expected that you can call up 
a prospect at random and then and there sell 
him a car. You probably could not make a 
sale by personal solicitation that way. 

The telephone is a tool. You have other 
sales tools, such as personal calls, letters, 
newspaper advertisements, demonstrations, 
displays, etc. 

The carpenter does not build his house with 
a hammer alone. He makes use of everything 
he has to facilitate his work. 

The telephone gives you a method of con- 
tact with prospects which is valuable. 

It fits in between personal calls. It makes 
appointments for those calls or for demon- 
strations. It directs attention to your adver- 
tisements or to your displays. It sounds out 
new prospects when a call is inconvenient. 
It offers a means of keeping present owners 
interested by a friendly inquiry about the 
condition of their cars. 

It is a tool, let us repeat, part of your selling 
kit. A natural and modern way for facilita- 
ting business. Many dealers have made it 
pay big dividends by consistent use. 

Just try it — not spasmodically, but as part 
of your selling plan. 

Figures for Your Fleet Prospects 

"DALPH CERF, a Wholesale Grocer of Los Angeles, recently purchased the six 
new Essex Roadsters shown above because the five Essex Roadsters he previously 
owned were so satisfactory. 

Here is the record of the "five." Judge for yourself. In Service Sixteen Months; 
highest mileage, 27,000; lowest mileage, 13,000; highest expense on any of the cars 
was $86.20; the average for all five was $43.85; the city-driven cars made an average 
of from 14 to 16 miles per gallon, making from 75 to 150 stops per day; the country 
driven cars made an average of 18 to 20 miles per gallon; the oil consumption was so 
small Mr. Cerf kept no record of it. 

There is real sales ammunition for you in these figures. They will convince 
other prospects just as they convinced Mr. Cerf. Note the very good mileage per 
gallon of gasoline, also the low average expense. The five cars were not coddled a 
bit. Mr. Cerf *s men had to get over the ground — and they did. 

Digitized by 



Letters Like This Will Sell 
Cars for You 

"DEAD the letter we have reproduced here. It is a 
A splendid testimonial to Essex, entirely unsolicited 
and full of strong sales material. 

Note how Mr. Huffman reached his decision to buy. 
The sales talk and the demonstration had impressed him 
favorably. He wanted just one thing more — the opinion 
of the owner. 

But he asked ten owners — not just one — and he got 
ten favorable opinions. 

You can make use of this letter in your selling. It 
is the kind of Evidence that overcomes the last hesitancy 
on the part of the nearly sold prospect. It is especially 
strong because of the originality shown by Mr. Huffman 
in getting his proof. Possibly your prospect will want to 
try it for himself. So much the better. 

The more letters like this you can secure from your 
owners the better prepared are you to close the sale. 

We have received a number of good letters in response 
to the request in the Triangle. There are great possi- 
bilities in this work. The more letters received, the 
stronger will be the assembled Evidence, for your use. 

Detroit, Ulohijiaji. 


ThlB aprinst when I was looking for a oar 
1 was undeoldad juat what to tuy. I likiD tha aopcarnnec 
of the Eecax— liked lte aMlit? to step ty the h'lrher 
priced oar^'-lUcei 4 ltw rnanner of easy per'formsnoe and oom- 

Tha our gave perfect demonstration but I 
wanted to find out what an owner would have to eay at out 
it. I b topped tan different feaex owrera and a e Iced than 
how they lllced their oare and what servloe they were ret- 
tlnf and how Ion* they had been driving than, etc 

Svery owner wee a looeter. Theee oara had 
teen driven from teo daye to eleven raonthe. They were b-j 
enthusiaatlo I oould hardly wait until my oar w»b delivered 
to see if what they said waa true. Vty ear 1b sure a "whi*" 
and I have had no trouble with it whatsoever. 

Youra very truly. 


Sales and Service Go Hand in Hand lt ^ZZ Tm ^ 

A REAL Salesman sells his article properly. The 
*"* Owner actually knows what he has bought and 
what to expect. 

Selling an automobile properly includes knowledge of 
operation, points of economy, how to assist in obtaining 
maximum performance, and last, but most important, the 
Service Policy back of the car. The Salesman makes 

the first sale but the Service Department keeps that car "sold" and is 

largely responsible for other sales resulting. 

An instruction book is furnished with each car. A thorough study of 
this book will enable a salesman to give the owner correct information as to 
operation, economy and performance. 

The importance of clearly explaining the Service Policy back of the car 
cannot be over emphasized. Too many times a misunderstanding of the 
term "Service" has resulted in either the owner becoming very disgruntled 
when presented with a bill, and possibly becoming a "lost" customer en- 
tirely, or the Dealer absorbing the loss. 

A real Salesman knows what he is selling. Acquaint yourself thoroughly 
with all angles so that misunderstandings will be largely avoided. This 
co-operation will mean satisfied owners and profitable transactions. 

Summed up it means co-operation with the Service Department — the 
fundamental asset of sales. 

Try This on Your Street 

At a convention of salesmen for a certain 
manufacturer the "Star" Salesman was asked 
to tell the others how he operated. 

The "Star" looked nothing like the popular 
idea of a "leading salesman." In fact he was 
very ordinary looking. Rising in his place, he 
said, with some embarrassment: 

"I don't know that I have much of a method 
to explain. I first call on all the first floor 
prospect s ; then I call on all the second floor 

prospects; then I call on all the prospects in 
the basement." 

With that he sat down. 

Not a brilliant sounding plan for a "Star" 
Salesman. But how it does strike at the 
heart of the selling problem. 

He let no possibility for business escape 
him. First floor, second floor, basement — he 
saw them all. 

Thoroughness always counts. And in any 
job of successful selling, covering the ground 
thoroughly is a necessity. 

It is obvious that 
the fewer annoyances 
and delays, regard- 
less of cause, exper- 
ienced by Hudson and Essex owners, the 
greater will be their contentment and pleas- 
ure — the better boosters will they be — the 
better "repeat order" prospects. 

Probably the most common source of Motor 
Car annoyance is tire trouble. And in the 
very great majority of cases tire trouble is the 
result of neglect and abuse. 

It is sound business, therefore, to recom- 
mend and encourage fair treatment for the 
tires. If they have sufficient air at all times, 
if wheels are kept in alignment and bad tread 
cuts are promptly sealed up, most of the petty 
annoying delays and repair bills will be 

And Owners, remembering chiefly months 
of smooth uninterrupted service, are better 
satisfied — more solidly "sold" — surer repeat 
buyers — and helpful advertisers. 

Do Circular Letters Pay? 

"I know of two sales I have made by 
getting my customers interested in 
these letters and has put me in contact 
with lots of others." 


Ranger, Texas. 

"I believe I derive more good from 
these letters than from any other form 
of advertising." 

Muskogee, Okla. 

"We receive more inquiries from this 
form of advertising than all others 

West Homestead, Pa. 

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PJ THE days before the automo- 
bile the man buying a horse 
looked him over carefully, listened to 
the enthusiastic praise of the seller, 
and then asked that the animal be 
led at a walk and a trot so that his 
"action" could be seen. 

In this way the buyer secured 
visual evidence supporting or refut- 
ing the claims of the seller. And the 
effect of that visual evidence either 
closed or killed the deal. 

It would seem wise to make sure 
you were offering your car prospects 
strong visual evidence by a proper 
demonstration. Hudson first applied 
the demonstration idea to the selling 
of automobiles. 

You hear a good deal about demon- 
strations today from other manufac- 
turers and, well used, it is one of the 
strongest selling tools. 

You have the cars — make the 
most of their performance. 

A good demonstration consists of 
more than simply taking the pros- 
pect for a "spin around the block." 
A poor or careless demonstration is 
really worse than none at all. 
"Have a Definite Plan" 

Work out a definite plan for all 
demonstrations. You know you can 
depend fully upon your car and that 
no apologies or excuses are necessary. 

It is well to remember that high 
speed is but one point — in some 
respects of much less importance 
than others. If your prospect hap- 
pens to be interested in the speed or 
hill climbing qualities of another car 
— then you can quickly show him 
what a Hudson or Essex will do. 

But usually such prospects are 
much in the minority. 

The average prospect is more likely 
to be interested in the points of the 
car with which he will come in con- 
stant contact in his daily use. 
"Show the Points Moat Used" 

For example, while he will seldom 
use high speeds, you can demon- 
strate acceleration, on a straight 
away if you prefer but more con- 
vincingly, we think, through heavy 
traffic or under every-day driving 

There are other things which you 
can and should demonstrate, such 
as easy riding, something which all 
owners appreciate. Or you can call 
the prospect's attention to the seat- 
ing comfort; to clear vision; to the 
brakes; and to ease of control. 

With a car always ready for use 
you have the means of giving the 
strongest kind of support to every 
claim you make. 

Don't overlook the advantages of 
a good demonstration. 


Philadelphia Believes in "Knowing 
Your Product" 

npHE following is from the Gomery-Schwartz Motor Car Company, 
Philadelphia. It speaks for itself: 

"Naturally, we have been working from every conceivable angle to 
increase sales. The suggestion was made that it would be a good idea to 
refresh our minds with the mechanical details of the Hudson and Essex. 
We believed that we were so thoroughly sold that we were taking for granted 
that the public was also fully acquainted with the different points of superior 
construction and design. 

"With this idea in mind, we set aside one evening a week. Every mem- 
ber of the sales force, as well as other members of the organization, who 
come in contact with the public, get together every Wednesday evening. 
At these meetings, Mr. Hamilton, the Sales Manager, first gives a general 
sales talk, touching upon any new selling angles and reviewing the sales 
talk used in 1916 and 1917. Then Mr. Yerger gives a talk on some unit 
of construction. The first week was the motor, featuring the crankshaft 
and the carburetor; also calling attention and enlarging upon the importance 
of the dash control; the second week, the rear axle was discussed, and this 
week we went over the steering gear and other minor details. In order that 
every point is thoroughly understood, we have a chassis, and numerous 
parts on display at each meeting. 

"It is not the idea to fill the salesmen with a lot of mechanical informa- 
tion to argue with his prospect, but rather to instruct him in such a manner 
that he can easily and enthusiastically bring out these points forcibly to 
the prospect. The prospect can then make his own deductions when 
comparing our product with others. 

"We have also taken into consideration the fact that we have new 
members in our organization who have not learned the story of the Hudson 
as we did in 1916. 

"The salesmen are very enthusiastic over these meetings and report 
instances where these talks have helped in closing a sale." 

Meet Jacksonville's Auto Saleswoman 

The Bacon-Ryerson Co., Jack- 
sonville, Florida, recently an- 
nounced an automobile sales- 
woman, the first in that city and 
probably one of the few in the 

She is Miss Betsy Merritt, who 
is very active and successful in 
the sale of Hudson and Essex cars 

for the Jacksonville distributor. Her special favorite is the Essex cabriolet. 
Miss Merritt, who is an experienced driver, and combines a strong per- 
sonality with graciousness and charm, is much in demand to demonstrate 
and explain cars to women customers. 

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The ud i Trian gle 



The New Prices 

A Second Reduction in Eight Months 

UDSON AND ESSEX prices have again been lowered, and every Hudson 
and Essex salesman can now take full advantage of this double reduction. 

Effective June 2nd, all prices have been reduced $150, and so in eight months the 
factory has lowered prices on Hudson models $350 to $600 and on Essex $350 — 
both substantial savings for your prospects. 

You now have the opportunity to complete that sale with the prospect who has 
been waiting for a lower price — who was ready to buy when the Hudson or Essex 
"came down." Such prospects you should call upon immediately. 

There is also the man who cancelled his order, who has not bought any other 
make of car. Many such orders can be reinstated — never forgetting that, if 
this prospect has been a Hudson or Essex owner, he has a feeling of loyalty to- 
ward the car, and that, even though he has cancelled, it may be only a post- 

There will be new prospects, too, but your easiest task should be to renew inter- 
est in the buyer who was once "sold," but procrastinated only because of the 
price. These prospects should be your first market. 

You will emphasize, of course, at all times, the great value and real quality that 
Hudson and Essex offers at these reduced prices. 

To point out the double price-reduction, and the value to be obtained at these 
lower prices, and to take full advantage of the summer selling period now at hand 
— that is the job that confronts every Hudson and Essex salesman today. 

General Sales Manager 
The new prices, f. o. b. factory, follow : 


Seven-Passenger Phaeton $2250 Coupe $3125 

Four-Passenger Phaeton . 2250 Sedan 3250 

Cabriolet 2850 Touring Limousine . . . 3475 

Limousine $3850 


Touring $1445 Cabriolet $1950 

Roadster 1445 Sedan 2300 

i , miI ; .iii,iv.iii!,,iiii | '.n!, 1 ;..::■ .j.miiin, 'i!iii 1 i|,, i||i, !|, iiii; , Miiri|ii''iir , '' | iii. ,i . | iiii: l| i.. l !iiii:: , .'! | ii; 'iiii. : ii,:iiiii:;":iiii,.; <nii.: 1 1 1 vun>: 'Hl i;."||ii. ""!,. : ' '%,: "iin ■ ■'"in, /»>„, ■""" , iiiiii,: i '.: :i| nii!. I 

Digitized by VjOOQ IC 


Essex Has Most Modern 

^T^HE early automobiles were truly "horseless carri- 
-*■ ages." Today many of the old ear-marks of the 
wagon are still noticeable in an automobile chassis; and 
perhaps no part is as old-fashioned as the average shackle 
bolt, shackle and spring bracket. 

Note how Essex spring brackets are "designed" — not 
copied from old carriage practice. 

Bronze bushings in the spring eyes — hardened and 
ground bolts three-quarter inch Q4") in diameter will 
last for years. But the wear on the side of the spring eye 
and bracket is not usually taken into account; yet, this 
is where the rattles start. 

So Essex treats them just as one would consider an en- 
gine part, providing really practical adjustments and 
wearing surfaces that will last almost forever. 

The illustration speaks for itself. But note how few 
buyers of cars investigate these details. This is one of 
the features that makes the Essex equal to the best 
high-priced cars. 

"Pirate 99 Parts 

TOURING recent months our at- 
*~* tention has frequently been 
called to parts offered for sale to 
Hudson and Essex distributors by 
independent sources, having no 
connection with us. The prices 
are usually lower and often the 
parts are apparently identical. 

Investigation of numerous in- 
stances has led us to take the step 
of advising all our distributors and 
dealers against purchasing such 
material. Generally speaking, the 
quality is inferior. Often rejected 
material, refused by our Inspection 
Department, is offered for sale 
without any attempt to remedy its 

Many of our sources of supply, 
contracted under pressure of busi- 
ness last year, have used this 
method to obtain new business and 
to realize on defective material re- 
fused by us. These are circum- 
stances over which we have no con- 
trol, except through the co-opera- 
tion and loyalty of our distributors 
and dealers. 

In warning you against purchas- 
ing such parts, therefore, we are 
hoping to protect our good name 
and the owners of Hudson and 
Essex cars. 

What Do You Say ? 

The various stories and articles in the Tri- 
angle are put there in an earnest desire to be 
of assistance in selling cars. 

You may not agree with some of the ideas 
put forward. You may have a better way. 

Tell us what you think. Tell us if we are 
helping you any. 

Speak right out. Good helpful criticism is 
a very fine thing all around. 

Write Us About It 

We would like to know if any Distributor 
or Dealer has held a Service Meeting on the 
subject suggested in Triangle No. 5, May 2nd, 
"How many reasons for a misfire?" Now* 
adays one hears so many "good mechanics" 
talk about "pumping oil," when actually it 
is nothing of the kind, that such a discussion 
is a liberal education for many men employed 
as mechanics; and perhaps it will do your 
men some good. 

St. Paul Gets Good Publicity 

THE pictures above show how St. Paul took advantage of local happenings to secure 
good publicity. When the "HUMAN FLY" arrived, an Essex, properly labeled 
was furnished him, also a sign for his back. As the "fly" made his way up the build- 
ing he would stop at intervals and call down, "I call 'SV Immediately the crowd 
would respond "X." The other picture shows regular honest-to-goodness Indians, 
traveling with a motion picture, sight seeing in Essex cars. 

This publicity is good, valuable advertising. 

Digitized by 





npHE following suggestion for the first step toward 
"selling the second car" is made with the assumption 
that the first car has been properly and thoroughly sold. 
Unless that is true, unless the first car purchaser knows 
pretty clearly just what he has bought and how to operate 
and care for it, unless he has confidence in your organiza- 
tion on account of the interest taken in him during the 
sale, any plan for the next sale is handicapped. The cus- 
tomer must be thoroughly sold the first time. Then you 
have your sound foundation for continued effort. 

The first step is to keep in close touch with the cus- 

It is obvious that to keep in close touch with each 
purchaser requires accurate knowledge of who the 
purchaser is and where he lives. 

Do not guess at such facts or trust to memory. The 
situation is much too important for any chance work. 
A simple, easily arranged card file will give you all the 
necessary information and will repay you many times 
over for the little effort spent on keeping it up to date. 

When a prospect buys a car you have fresh in your 
mind information about him gathered during the process 
of closing the sale. While that information is still fresh, 
put it all down on a card with the purchaser's name at 
the top for quick filing. 

Get his name correctly with the proper initials and any 
title used, such as Professor, Doctor, etc. Get the address 
correctly and the telephone number, if there is one. If 
the purchaser's wife was an influence in deciding what to 
buy, note it down. 

If there are children, learn their names, if you can and 
record them. Children are often influential. 

A note of the purchaser's place of business or employ- 
ment will be helpful. 

Make a note of any special point discussed during the 
negotiations so you will not forget the preferences 

Put everything down. Remember that the purchase 
of a car, especially if it is a "first" car, is a mighty impor- 
tant matter in the mind of the buyer. His conversation 
with you is much clearer in his mind for that reason. 

A lot of your success in selling him was due to the inter- 
est you took in him at the time. He will remember that 
much longer than you will, because it is not an every day 
occurrence with him, and the better you remember it, 
the closer will you tie him to you by such simple, but 
mighty details as greeting him by name, etc. Purchasers 
like to be called by name. It gives a sense of importance 
to any man, no matter who he is, or what his station. 
That is so simply because human nature is that way. 

Your card system should not be confined to new car 
purchasers only. Record the used car buyers as well. 
They are future prospects. You have secured their 
interest once — hold it. 

Then see that your card information is kept up to date. 
As your card file will enable you to keep in closer touch 
with your prospects, so also will that keeping in touch 
enable you to keep your card file in better shape. 

This card file will not be hard for you to secure, nor 
will it be at all expensive. Have the cards large enough 
so that you can put on them considerable information. 

They should, of course, carry the date of the first 
purchase, the model, etc. They should have a space on 
which you could keep a record of your follow-up work 
with that purchaser, such as the date of any letters you 
write him, or any telephone calls, or any personal calls. 
Your card system is your prospect list for the sale of the 
second car. Treat it with the same care as you would 
treat a list of prospects for the first car. 

Boosting the Service Department 
Helps Sales 

'T^HE Service Manager of one of our larger Distributors offers some 
— very pertinent and fitting remarks on the subject of the unity of 
Sales and Service: 

"Give your Service Department a square deal — boost it always. 
Those who have followed service work for a number of years know from 
experience that there is not always as full co-operation extended as 
there might be. 

"This is not an indictment against other departments. It is simply 
a plea for a better understanding. Extending co-operation does not mean going out of your 
way at all. It is simply to realize that the Service Department is human. 

"For example, out of twenty-five service repair jobs taken in, twenty-four may be satis- 
factorily taken care of, but something goes wrong on the twenty-fifth job. 

"It is that twenty-fifth job that the salesman hears about from his customer. And un- 
fortunately there are too many cases of where the salesmen promptly agrees with the customer 
in condemning the Service Department. No consideration is given to the elements in connec- 
tion with that job. Possibly that slip up was the fault of the customer himself in giving wrong 
instructions as to what he wanted done or not done. 

"How much better it would be if the salesman receiving the complaint would take it upon 
himself to champion the Service Department. Explain the possibility of other elements enter- 
ing into the case, speak of the ability of the mechanics and the care taken on every job, offer 
to look into the matter personally. 

"Work with the Service Department. Boost — this is the time it will count. I fully 
agree that Sales and Service must go hand in hand to be completely successful." 

Before Delivering a Car 

When a car has been standing for some 
time — in storage for instance — there is a 
tendency for certain engine parts to rust. 
This is due to the condensation left in the 
hot engine when it is stopped for the last 
time. Essex overhead valve covers suffer in 
this respect, causing the rust to close over and 
clog the wicks of the oilers that lubricate the 
valve rocker arms. This renders them use- 
less. It is a good plan to check up on this 
before delivering a car. Cylinder bores and 
valve tappet compartments suffer in the same 
way; this could be prevented by slushing 
with oil before putting the car away in 
storage. ______ 

Automobile passenger travel neared the five 
billion mark in 1920. Fully 4,932,000,000 
persons were carried by motor car during this 
period, as compared with the 1,234,222,889 
revenue passengers of the railroads. 

Motor trucks hauled 1,200,000,000 tons of 
freight, or nearly half the amount carried by 
rail lines, which totalled 2,504,000,000 tons. 

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How Many Cars Make a 

Fleet prospects are more numerous than 
many of us may realize. It is well to remem- 
ber that a "fleet" is not necessarily a large 
number of cars — it may be as few as two or 
three. Most of the big fleets of today started 
as small fleets. They grew as the owner's 
business expanded. Anywhere you find a 
large fleet of the same make of car it is very 
often because the earlier cars gave satisfactory 
service. Business men are most favorably 
impressed by good performance. 

When considering the probable fleet busi- 
ness in your territory do not overlook the 
following possibilities: State and Municipal 
Governments, Post Offices, Fire Departments, 
Police Departments, all Public Service cor- 
porations such as Telephone, Gas, Water and 
Light Companies, all manufacturers or mer- 
chants having salesmen or other represen- 
tatives traveling, real estate companies, big 
collection agencies, hotels, Summer or Winter 
Resorts, sight-seeing companies, and Packers 
or Wool Houses with buyers in the field. You 
can no doubt add others yourself. 

Remember that a two-car "fleet," sold now 
and properly cared for may be a twenty-car 
"fleet" in a few years. 


Providence Believes in "Selling the 
Second Car" 

T N Providence, Distributor Robert Powers has long believed in the value of 
•** keeping in touch consistently with each purchaser. Recently when at the 
factory he expressed himself as follows : 

"When a buyer comes back for his second Hudson or Essex he is then 
really your customer. He is the kind of a customer we dealers must make 
greater and greater efforts to secure. I believe thoroughly in the necessity 
of 'selling the second car.' 

"I have made it the chief duty of my Sales Manager to religiously keep 
in touch with the buyer by letter and by phone, from the time of purchase 
throughout the ownership. 

"The thoughtfulness and personal interest expressed in this way is 
invaluable. As to results — I know from my records that the Manager who 
carries out this plan himself outsells six average field salesmen." 

Setting Brakes Correctly 

The operation of the brakes on any car is 
governed by leverage and braking area. 
Therefore every mechanic in your shop should 
understand the importance of setting brake 
levers in the correct positions; in this way 
the leverage will be corrected before any 
adjustment to the brake bands are made. 
This is a good subject for a shop meeting. If 
you would like to have blue prints and further 
information to be used in this way a line to 
the Service Department will bring them. 

A Good Letter 

How Winston-Salem Gets Good 

npHE Motor Company of Winston-Salem, N. C, pass along the following 
-** idea which they have found helpful in selling cars and offer for the bene- 
fit of other members of the Big Family. 

"We are offering all employees a prize of 50c for every new Essex and 
Hudson car prospect turned in, whether or not the prospect eventually buys; 
if the prospect is sold the employee turning in his name receives an addi- 
tional award of $5.00, regardless of who makes the sale. 

"This plan has resulted in our securing a splendid list of live prospects, 
many of whom have already bought cars. It is also our intention to use this 
list to send literature to from time to time." 

Diamond Motor Sales Co., 
McKeesport, Pa. 
Gentlemen : 

Thought it might interest you to have the 
picture of a Hudson we have had in the family, 
in constant use, since 1914. This car is giving 
wonderful results today as it did when first 
purchased. Would hesitate to make statement 
of how many thousands of miles the old bird 
has flown, but she is still good for a few years 
yet. Yours truly, 

Pittsburgh, Pa. A. G. LOEFFLER. 


Three Rivers Sells by Consistent 

J. GODSHALK, Three Rivers, Mich., believes in the value of consistent follow-up work 
• in closing a sale. His comments follow: 

"Regarding my system of selling cars, you know that no two customers are exactly alike, 
so any system must be flexible enough to permit variations to suit different people. 

"We always start to 'work' on a prospect by sending a 'special letter'; then we follow 
this with the follow-up letter that is sent to us from the Hudson Motor Car Company. 
After sending the prospect three or four letters we call on him and invite him to ride in our 
'White Essex' that we use for demonstration and advertising. We also ask him to ride in 
other makes of cars just to compare the riding qualities, speed, etc. We never knock the other 
fellows' cars. 

"After the demonstration if we do not close the deal we call again, this time we talk endur- 
ance to a 'T.' We have many different types of drivers driving the Hudson and Essex cars; 
and we point with pride to the fact that we have testimonials from each driver saying his car 
is O. K. and that he is more than satisfied. 

"Regarding the Servicing of the Hudson and Essex, that part has been very light and I 
can say with a clear conscience that The Hudson Motor Car Company sure stand behind their 
product. s . 

"As for the part of keeping the Owner sold; several of my drivers have told me they would 
not take twice the price of their car if they could not get another. 

"I am a great believer in using the follow-up letters because they keep the name of 'Hudson 
and Essex' cars before the prospect all the time and sooner or later he will be interested." 

Digitized by 





Trian gle 




A July Sales 


OME ONE in your town is going to drive 
out a brand new shiny motor car on July 
Fourth. Someone does that every year. 

People buy motor cars for various reasons. 
The approach of the summer vacation period or 
the coming of a holiday are factors that influence 
sales, and as such are suggestions that may be 
used by automobile salesmen. 

It seems to be a fact that a certain number of 
people want to start a summer trip in a new car, 
while others will want to first use their new 
Hudson or Essex on a holiday. 

Such people are the very best kind of pros- 
pects right now. Every effort should be made 
to get their interest and turn their desire for a 
car into an order for a Hudson or Essex. 

One Hudson distributor some years ago took 
a large shipment of cars, advertised that 
he had been able to make arrangements at the 
factory and with the express companies to get 
these cars to his city so that delivery would be 
assured by noon of July 3rd, in plenty of time 
for the new r owners to have their cars to drive on 
July 4th. He sold every car. 

This week, as explained elsewhere in this 
issue, the Chicago distributor is taking an entire 
trainload of Essex touring cars. He is advertising 
it in large space in the Sunday newspapers. 
Aside from the fact that he and his dealers needed 
these cars to meet present demands there is the 
effect that this advertisement will have on his 
other prospects. We know that it will stimulate 
increased interest. 


In the agricultural sections, substantial crop 
yields are assured. Selling prices of farm prod- 
ucts will probably be lower than for the past two 

or three years, but we must not fail to take 
into consideration that practically all of 'this 
year's crops were put in at a greatly lessened 
expense and will be harvested at a considerably 
lower cost than formerly. This, of course, means 
that the farmer will be in a position to do some 
buying following the harvest and during the 
coming fall months. You should begin at once 
to line up your farmer prospects. 

Despite the fact that during the past few 
months there has been a lot of ''marking time" 
by the buying public, there is already a notice- 
able increase in the trend toward steadiness 
throughout the country. There seems to be less 
hesitation about buying than there was — people 
are beginning to replace the things they need. 

It is, of course, unwise to fool ourselves with 
the belief that by some wonderful change in 
the public mind we are soon to be overwhelmed 
by a rush of buyers. Any permanent improve- 
ment in the situation will be brought about 
only by good, hard, earnest selling. 

That does not mean that there will be hard 
times. It means that there will not be soft times. 
It means that a strong, steady, intelligent cam- 
paign must be carried on. 

Salesmen must use every resource; they must 
study their business, their prospect and even 
their competitors more closely than ever before. 
A thorough knowledge of the product they sell 
is absolutely essential. 

In Hudson and Essex you have a worthy 
product, built well and priced right. Steady 
effort will do the work. 

General Sales Manager 

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Essex Oil Pump is Unusually Simple 

A N important Essex feature, which will appeal strong- 
**' ly to all owner-drivers, is the simplicity and posi- 
tiveness of the Essex oiling system, particularly the 
pump, which may termed the "heart" of the system. 
Note the illustration. Only the most elementary prin- 
ciples are employed. A simple check valve for the sue- 

strong spring returns it, after every stroke, to its posi- 
tion against the eccentric. 

To show that the valves of the pump are working, 
a little piston is placed above the delivery valve. The 
pressure of the outflowing oil lifts the piston before 
passing into the engine. This pressure, necessary to open 
4-v»o outlet hole, is indicated on the gauge placed on the 
iment board where the driver can see it. 

le simplicity of the system is immediately apparent. 
>nly thing that can stop the pump working is dirt or 
;n matter in the valves, no oil, or a broken pipe. 
>f these possibilities are immediately apparent to the 
r. It is in an emergency of this kind that accessibil- 
nd simplicity play such an important part. The 
valves can be removed in a few moments with 
common tools. With the most meagre me- 
chanical knowledge repairs can be made quickly. 
Were the pump concealed in the engine crank 
case or oil reservoir, this would not be so. 
The pipes, too, are all outside. The pump is 
where it will not freeze in winter — therefore 
failure to operate is never experienced on that 

The pump stroke is adjustable by means of a 

second eccentric operated by the throttle or ac- 

cellerator pedal. This is independent of the pump 

verns the amount of the return of the pump plunger 

eccentric. This feature prevents over-oiling with a 

/hen driving slowJy. It is not a part of the pump 

not shown in the illustration, but will be dealt with 


i immediately dispelled from any owner's or pros- 
he foregoing explanation. The keynote of the entire 
,». *j -simplicity — efficiency. 

A Solid Trainload of Essex Cars for Chicago 


*4 dM I oOowftnt imiMji, i 
od back hmotf . wMch f 

subject to tb« tenm 

Chicago, June 14, 1920 


Confirming telephone conversation this morning please ship us 
this week without fail a solid trainload of at least 130 
Essex touring cars. Our Hudson and Essex business, both Chicago 
and territory, showing marked improvement, and since total stock 
Essex cars Chicago and territory now down to 95 will appreciate 
prompt shipment this trainload. Hope you can keep Hudsons coming 
as per schedule. Wire when train leaves so we can arrange 
unloading . 

Hudson Motor Car Company 
of Illinois. 

A SOLID train load 
of Essex touring 
cars was rushed from 
Detroit to Chicago in 
response to the telegram 
reproduced at the left 
on this page. 

Such a shipment is 
certainly reminiscent of 
the period a year ago, 
when selling cars was so 
largely a question of 
delivery. There is no 
better sign that cars 
can be sold these days 
than the evidence con- 
tained in this wire. 
Throughout the entire 
Chicago territory a 
steadying down and sta- 
bilizing of business is 
being noted and made 
the most of, as this 
order indicates. 

Digitized by 



Would These Letters Sell You a Car? 

21 Months— No Upkeep 


237-242 Lathrop Building 

Kansas City, Mo. 

May 17. 1921. 
Hudson-Brace Motor Company, 
Grand Avenue at 27th Street, 
Kansas City, Mo. 

I have driven several other makes of cars, and at 
the present time use two cars besides my Essex 

I have owned this car for twenty-one months. 
The upkeep has been practically nothing; I stiU have 
the original tires on it, and a gallon of gas will go 
further than any car I have ever driven. 

I have never had the slightest difficulty in starting 
it in hot or cold weather and under aU conditions, 
and it runs more days out of the year, giving con- 
tinuous satisfactory service, than any car I have 
ever driven. 

Yours very truly, 

By Lawrence Phister, 


Faithful Service 


825 Madison Avenue 

Helena, Montana 

March 14. 1921. 
Dear Mr. Diggs: 

It is a pleasure, indeed, to tell you how my Hudson 
Speedster has served me. 

At you know, my ranch is located seventy-five 
miles east of here — near Ringling in Meagher County 
—with the Belt Mountains between. 

During the ten months the car has been in use, I 
have made an average of three round trips a month 
and have always arrived at both terminals O. T. 

My oil consumption has been normal and gas 
about fourteen miles to the gallon. 

Hudson spells comfort in travel; the wheel true, a 
fair road ahead, and you are there. 

The "stable" will house a touring limousine for 
the family this fall. 

Very truly yours, 

T. C. Power Motor Car Co., 
Helena, Montana. 


Orders His Seventh Car 


12a W. Ifedison Street 

Chicago, 111. 

May 31, 1921. 
Hudson Motor Car Company, 
Detroit, Michigan. 

I have just purchased another Hudson Car. My 
experience ^tfith Hudsons dates back to the old 4-37. 
In succession; I have had a Light Six, Yacht Line, the 
first series of the Super-Six and two Super-Six Sedans. 
This last purchase is a seven passenger Touring Car. 
The tact that I have stuck by the Hudson line for 
to many years is an indication that they have ren- 
dered excellent service. 

I am not easy on my cars. They have been used 
in many a grilling ride between here and New York 
and in cross country tours* i»% Wisconsin and Illinois. 
This last car gives every indication of even greater 
satisfaction. I am now on my 2,000th mile with 
not even a tappet adjustment. 

It is very pleasing- to-a Hodaon Car owner to know 
that Ins trade-in value is unusually high. 
Yours very truly, 


21 Miles Per Gallon 

Box No. 10, 
Santa Barbara, Cal., 

May 12, 1921. 
Collins Auto Co., 
Grants Pass, Oregon. 


I thought you might be interested to know about 
the good service my 1919 Essex has been giving. 

The car has been driven a little over 15,000 miles 
and runs as quietly and as well as a new car. About 
6,000 miles of the total mileage was over rough 
unpaved roads and there is neither a squeak nor a 
rattle in the car. 

The original tires gave nearly 10,000 miles of 
service and two-thirds of that distance was on 
unpaved and rough roads. 

The car is very economical on gas consumption. 
In town driving I am getting between seventeen and 
eighteen miles and on long trips the average is about 
twenty-one miles per gallon. I use a quart of high 
grade oil about every seven or eight hundred miles. 

Wishing you success, I am, 

Yours very truly, 


YOU wouldn't lock up a good 
salesman, would you? Then 
neither should owners' letters be 
put away in your files. Keep them 
busy — get all the use you can from 
them. When you write a prospect 
enclose a mimeograph copy of an 
owner's letter. Sort out the letters 
as to performance, economy of up- 
keep — repair costs, gasoline mile- 
age, etc. Use them accordingly. 
Hare on this page are a few letters 
received at the factory — they are 
beginning to come in now and soon 
we'll be able to send you a book 
full of them — to back up your local 
letters. But use these — have them 
copied — use every letter you get. 
The owner's stamp of approval is 
better than anything you can tell 
a prospect. 

Always on the Job 

Quincy, 111. 

April 28, 1921. 
Gem City Motor Car Co., 


My Hudson Super-Six has been a source of great 
comfort and joy to me because it's always "on the 
job." I've had it for over a year, and thus far it 
has never failed me. 

Its responsiveness and "get away" qualities should 
be its best talking and selling points, besides which 
its dependability make it a comfort and satisfaction. 

I'd like to see 500 Hudsons in this city of Quincy, 
and I hope you will be successful in your efforts to 
reach that number soon. 

Very truly yours, 


1,900 Miles Per Month 


322 Manning Boulevard 

Albany, N. Y. 

May 21, 1921. 
E. V. Stratton Motors Company, Inc. 
Albany, N. Y. 

As a matter of simple justice to "The Essex," and 
to you as the selling agents, I feel constrained to 
make a few remarks of commendation to you both. 
I began driving my car, which by the way is the 
second one I have had, on December 27th, last, and 
have driven it constantly throughout the Winter and 
Spring, covering nearly ten thousand miles, sometimes 
through deep snow, sometimes through mud hub 
deep, in the wilds of Vermont, but still always going 
through. You will recall the remarkable service I 
had with my first car, driving it thirty-four thousand 
two hundred miles, in eighteen months, and if such 
a thing is possible I am better pleased with my 
second than with the first, and as long as I drive a 
car it will be "The Essex", and you will sell it to me, 
for I believe you have the interest of your patrons 
closer to your hearts than any agency in Albany. 
Wishing you continued success, I am, 
Yours very truly, 


Buys Ninth Hudson 



John F. Glynn, Jr., General Agent 

New Orleans, U. S. A. 

May 31, 1921. 
Mr. Henry A. Testard, 
355 Baronne St., City. 
My Dear Mr. Testard: 

It is with a great deal of satisfaction I express my 
appreciation of the wonderful service I have obtained 
from eight Hudson cars I have owned at different 
times, including all models and types, operated under 
all conditions. 

Through this satisfaction I have been enabled to 
sell a number of Hudson cars each year and know 
that ail these purchasers are also satisfied. 

Have just purchased my ninth, a Speedster, and 
look forward with a great deal of anticipation to the 
trips I expect to make during my vacation. 

It is needless to say that half of this pleasure will 
be gained through use and confidence in this car. 
Cordially yours, 


27,000 Miles— Still Like New 

Ironton, Ohio, 

May 10, 1921. 


Agent for the Essex Car, 
Ironton, Ohio. 

Gratitude and absolute satisfaction alone prompt 
us to advise you that we find the Essex car is far 
above the average, and we wish to state that we find 
the Essex car has an exceptionally long life, having 
driven our car twenty-seven thousand miles, over all 
kinds of roads, still we find it practically the same as 
new; we also find it great economy with small and 
infrequent repair bills and remarkable performance. 

We are absolutely satisfied wsth the Essex car and 

do not hesitate to h 1 mma—al it* kaessaee of its 

moderate cost, and because it give n yswasfce qualities 

performance that are to be had only in a high 

priced car. 


Digitized by 



More Evidence for Fleet 

Hopkins St., Union City, Conn., 
May 25, 1921. 
The E. M. Jennings Co., Inc. 
38 Willow Street, 
Waterbury, Conn. 

About four years ago when I had decided 
to enter the auto livery business, I took con- 
siderable time in looking over cars which I 
thought would render me the best service at 
the least expense. After looking over several 
makes, I decided to buy the Hudson product. 
It was the car I wanted, both because of its 
roominess and power; also because of the 
service I would be able to obtain from your 

All told would say that I have purchased 
in the neighborhood of twelve Hudson cars 
and have had wonderful success with each 
and every one. I am herewith enclosing a 
postal photograph of my fleet of Hudson cars. 
Would like also to state that the ones which 
I recently purchased are proving very satis- 
factory and giving me wonderful mileage on 

One other matter I might mention is the 
fact of the high re-sale value which the Hud- 
son car maintains. 

Very truly yours, 


Business will improve in pro- 
portion to the reputation of your 
shop — and the number of enthu- 
siastic owners you serve. To 
serve more, each year, you must 
serve all well. j 

This is "Selling the Second 


Architects and Structural Engineers 

North Texas Building 

Dallas, Texas 

May 5, 1921. 
Mr. William Morriss, 
Dallas, Texas. 
Dear Sir: 

The services I have received from your 
organization since purchasing my last car 
have been as nearly 100 per cent as I believe 
it is possible to obtain. I am especially 
pleased with the way your service manager 
has handled my car, and the manner in which 
he has corrected the few little things that 
need attention. The car is running perfectly 
in every respect and I cannot speak too 
highly of the manner in which I have been 
treated by you. 

With best wishes, I remain, 
Yours very truly, 


Two Advantages in Demonstrating 

Parking Ease 

T^\UE to its compact construction, the Essex does not take up very much 
**J space. That point is usually mentioned in the sales talk, but it has 
been found to be very much worth while to actually demonstrate it. 
Such a demonstration accomplishes two things. 

It visualizes clearly just how easy it is to handle an Essex in a crowded 
parking place. That makes a distinct impression on both the experienced 
driver, who knows the difficulties of parking, and on the inexperienced man. 

Then there also is the strong sales point which can be made through in- 
structing the prospect or new owner how to go about maneuvering the car 
in parking. ' 

There are a great many drivers, both new owners and old owners, who 
have considerable difficulty in handling their cars if the space is anyways 
small. Women drivers especially are often very much embarrassed in such 
a situation. 

The reason, of course, is that the driver does not understand just how 
to go about the job. 

Therefore the salesman who takes a little time to carefully demonstrate 
the way to park a car in a small space proves that it can be easily done and 
also does a service for the prospect or owner which will be gratefully remem- 

There is quite a trick to swinging a car in and out of a small space and 
it certainly gives a driver a feeling of confidence to know he can do it. He 
will also have a feeling of gratitude for the salesman or dealer who took 
sufficient interest in him to demonstrate the proper method. 

In making such a demonstration it is not necessary to spend time hunting 
up a small open space. A couple of ordinary wooden horses will serve very 
well and the "lesson" can be given anywhere. The horses can be placed in 
different positions and a very effective sales point illustrated. 

Chicago Helps Salesmen Know Their 


/^HICAGO holds regular Essex sales meetings twice a month, and an 
^- / important part of the program consists of a short written examination 
on the various Essex features. 

At the meeting each salesman is given a sheet containing ten type- 
written questions on the Essex with a blank space after each to allow for 
filling in the answer. After the papers are filled in they are interchanged 
among the salesmen for correction and discussion. Each question is taken 
up separately and answered in detail. > 

This method is found to much better impress the proper knowledge of 
the car th$n did discussion alone. The salesmen remembered the points 
brought out. 

When the Essex points are well mastered it is the plan to extend the 
questions to the main points of competitive cars so that the salesman may 
be equipped to handle all arguments. 











How Minneapolis Gets Prospects 
for Demonstrations 

*TpHE card illustrated at the left 
A shows a simple and effective plan 
used by Mr. Harold Shaefer, retail 
sales manager, Twin City Motor Car 
Co., Minneapolis. 

Several boys are hired each night 
to place these cards on the steering 
wheels of all cars parked down 
town. The card invites a demon- 
stration in the Essex. 

Mr. Shaefer reports the results 
have been quite satisfactory. 

Digitized by 






Trian gle 




Have You Any Like These 
In Your Terr